Harris Farm Markets

What Harris Farm Markets does

Harris Farm Markets is an Australian family-owned grocery retailer founded in 1971, operating 33 brick-and-mortar stores across New South Wales, the Australian Capital Territory and Queensland, alongside a direct-to-consumer e-commerce platform at harrisfarm.com.au. The product range is anchored in fresh produce — fruit and vegetables, butcher, seafood, deli and cheese, dairy, bakery and meal kits — and extends into pantry, drinks, liquor, health and wellness, personal care, baby and kids, pet, flowers, value boxes and gift cards, with dedicated organic and regeneratively farmed sub-ranges. The Imperfect Picks program, which has rescued more than 54 million kilograms of produce from landfill, and a recently completed B Corp certification (July 2026) anchor the brand's sustainability positioning.

The technology stack is standard for a modern omnichannel grocer: a Shopify storefront supports online ordering, payment processing (Shop Pay, PayPal, Apple Pay, Google Pay, Amex, Mastercard, Visa, UnionPay) and click & collect, while Uber powers same-day express delivery. The company monetises through retail grocery sales, a Delivery Pass subscription ($39.99/month to $249.99/year for unlimited free delivery) and digital gift cards ($50-$1,000). Distribution combines physical stores, e-commerce, click & collect and selected Amazon Prime Day marketplace events, with recent partnerships with Watershed (sustainability reporting) and Uber (delivery logistics) extending the operational footprint without building owned last-mile or climate-disclosure infrastructure.

The go-to-market targets a single horizontal persona — health-conscious, sustainability-focused Australian consumers seeking premium, organic and ethically sourced food — across geographically dispersed retail catchments, supported by an active content and email-marketing funnel (Friend of the Farm, recipe platform, Fresh Stories blog) and curated supplier spotlights. Ownership remains with the Harris family (co-CEO Luke Harris represents the founding family), with no disclosed institutional or PE capital and a new Chief Information & Digital Officer (Ram Kalyanasundaram, May 2026) signalling a planned step-up in digital execution.

Name

Harris Farm Markets

Legal name

Harris Farm Markets

Website

https://harrisfarm.com.au

Company type

Private

Founded year

1971

Operating status

Operating

Headcount range

1,001–5,000 employees

Short description

Harris Farm Markets is a family-owned Australian grocery retailer founded in 1971, operating 33 stores across NSW, ACT and Queensland alongside a Shopify-powered e-commerce platform with Uber same-day delivery, serving health-conscious, sustainability-focused consumers with premium fresh produce, specialty and organic ranges.

Ownership category

akta.pro rank

Product category

Grocery Retail

NAICS

Fruit and Vegetable Retailers (44523), Farm Product Raw Material Merchant Wholesalers (4245)

SIC

Retail-Food Stores (5400), Wholesale-Groceries & Related Products (5140)

akta.pro primary industry

Natural/Organic Supermarkets & Chains (CRAHAEAA)

akta.pro secondary industries

Fresh Food Subscription/CSA & Produce Box Retail (CRAHAHAG), Organic Produce & Farm Market Retail (CRAHAEAD), Farmstead & Local Artisan Food Markets (Retail Shops) (CRAHAGAO), Farm-to-Consumer Produce Boxes / CSA Delivery (AFAIANAC)

Keywords

• Fresh grocery retail
• Online grocery delivery
• Specialty supermarket
• Fresh produce market
• Sustainable grocery

Headquarters

HQ city

Flemington

HQ country

Australia

HQ region

Oceania

Offices32 records

Markets served

GTM type

B2C

Offering type

Services

Cost components

Supply Chain, Personnel, Operations, Marketing or Sales, Infrastructure, Technology or R&D

Revenue model

1. Retail grocery sales: Revenue is generated primarily through the sale of fresh and packaged grocery products across physical store locations and online orders. Product categories include fruit & vegetables, butcher, seafood, deli & cheese, dairy, bakery, pantry, drinks, liquor, health & wellness, personal care, cleaning, baby & kids, pet, flowers, value boxes, and meal kits.
2. Delivery Pass subscription: The company offers Delivery Pass subscription plans (1 month $39.99, 3 months $99.99, 6 months $179.99, annual $249.99) providing unlimited free delivery on online orders. This generates recurring subscription revenue while incentivizing higher-frequency online purchasing.
3. Gift cards: Digital gift cards sold in denominations of $50, $100, $150, $200, $250, $500, and $1,000, redeemable across the full Harris Farm range online.

Pricing tiers

Go-to-market motion1 record

Distribution channels4 records

Marketing channels6 records

Core offering

Harris Farm Markets is an Australian family-owned grocery retailer operating 33 physical stores across NSW, ACT, and Queensland, paired with a direct-to-consumer e-commerce platform offering same-day express delivery powered by Uber. The company sells fresh produce, butcher cuts, seafood, deli and cheese, dairy, bakery, pantry staples, drinks, liquor, health and wellness items, personal care, baby and kids, pet supplies, meal kits, value boxes, and flowers, with a strong focus on sustainably and Australian-sourced products.

Product overview

Harris Farm Markets operates a unified omnichannel grocery retail platform combining 33 physical stores across NSW, ACT, and QLD with a full e-commerce online grocery delivery service (powered by Uber). The product portfolio centers on the Online Grocery Delivery platform (core product), complemented by subscription Delivery Pass memberships, Digital Gift Cards (in denominations from $50-$1000), and seasonal collections like Winter Warmers. The extensive product range spans fresh produce including the Imperfect Picks sub-brand (54M+ kg rescued from landfill), organic and regeneratively farmed ranges, butcher and seafood counters, deli and specialty cheese, bakery, pantry staples, drinks, liquor, health and wellness, personal care, baby and kids, pet supplies, and meal kits. Content features include a Recipe Platform with hundreds of recipes and the Fresh Stories blog with market updates. Sustainability initiatives and B Corp certification support the brand positioning around 'For the Greater Goodness.'

Differentiator

Problem solved

Functional benefit

Brands

• Imperfect Picks: Sustainability program that rescues produce from landfill, having rescued more than 54 million kilograms of produce.
• Dave's Market Picks
• Friend of the Farm

Products and services

• Online Grocery Delivery Full e-commerce grocery platform enabling customers across NSW, QLD, and ACT to browse, order, and receive fresh produce, butcher cuts, seafood, deli items, dairy, bakery, pantry goods, drinks, liquor, health and wellness items, personal care, baby and kids, pet supplies, meal kits, value boxes, and flowers for home delivery.
• Delivery Pass Subscription membership offering unlimited free delivery on online grocery orders, available in 1-month ($39.99), 3-month ($99.99), 6-month ($179.99), and annual ($249.99) tiers with reduced minimum order requirements for pass holders.
• Digital Gift Cards Digital gift cards available in denominations of $50, $100, $150, $200, $250, $500, and $1,000, redeemable across the full Harris Farm range online, including fresh produce, premium butcher, seafood, specialty cheese, artisan bakery, chocolate, and flowers.
• Imperfect Picks Value-focused sub-brand offering imperfect produce that would otherwise go to waste, rescuing more than 54 million kilograms of produce from landfill through dedicated inventory sourcing and discounted pricing.
• Meal Kits Ready-to-cook meal kits in various protein varieties including beef, chicken, pork, lamb, fish, organic, vegan, vegetarian, and dessert options, designed for convenient home cooking.
• Value Boxes Pre-packed box bundles including fruit & veg boxes, organic boxes, and meat & seafood boxes offering value pricing and convenience.
• Physical Retail Stores 33 brick-and-mortar store locations across NSW, ACT, and QLD featuring butcher counters, seafood counters, deli, bakery, and fresh produce departments, including dedicated butcher-only locations at Cooks Hill, Lindfield, Mosman, Orange, and Pennant Hills.
• Click & Collect In-store and curbside pickup option for online orders, available across the Harris Farm store network.

Quantifiable outcome

• Rescued more than 54 million kilograms of produce from landfill through Imperfect Picks program
• +1 more outcomes

Segments1 record

Ideal customer profiles1 record

Technology focussed No

API detail

Has API

No

API docs

API detail

Core technology

AI maturity

App detail

Integration10 records

Partnerships

Ten partnerships are on record, tiered core and minor.

• UbercoreTechnology or IntegrationHarris Farm Markets leverages Uber's delivery infrastructure to power same-day express delivery for online grocery orders. The partnership enables Harris Farm to offer rapid delivery without building its own last-mile logistics network.
• WatershedcoreTechnology or IntegrationHarris Farm uses Watershed's sustainability reporting platform to scale sustainability reporting ahead of Australia's ASRS climate disclosure regime. The platform delivered a sixfold reduction in carbon footprinting time, audit-ready system creation, and the ability to use emissions data for supplier engagement and energy planning.
• Amazon AustraliaminorChannel Partner/ Reseller/ DistributorHarris Farm participated in Amazon Prime Day Australia 2026 (July 7-13), with fresh groceries featured among the deals offered exclusively to Prime members. The partnership extends Harris Farm's reach to Amazon's Prime member base.
• BrookfarmminorStrategic or Co-development PartnerBrookfarm, a generational family business founded in 2000 and led by Will Brook, is featured as a Supplier Spotlight on the Harris Farm sustainability page. Harris Farm supports this Australian gourmet food producer committed to regenerative agriculture and creating jobs in regional communities.
• Go GenerosityminorGTM or Marketing PartnerHarris Farm partners with Go Generosity to support local charities each month. Customers can add a donation at checkout and for every $1 given, Harris Farm matches it. The partnership enables community giving initiatives and neighbourhood goodness programs.
• Market MagazineminorGTM or Marketing PartnerMarket Magazine is listed as a partner on the Harris Farm website, featuring editorial content about food and the Harris Farm brand.
• Fish in the FamilyminorStrategic or Co-development PartnerFish in the Family is listed as a partner on the Harris Farm website, representing a sustainability-focused seafood initiative aligned with Harris Farm's commitment to responsible sourcing.
• Land to MarketminorStrategic or Co-development PartnerLand to Market is listed as a partner, supporting regenerative agriculture and sustainable sourcing practices within Harris Farm's supply chain.
• The Wine CollectiveminorChannel Partner/ Reseller/ DistributorThe Wine Collective is listed as a partner, providing curated wine offerings integrated into Harris Farm's liquor range.
• B Lab (B Corp)coreStrategic or Co-development PartnerHarris Farm achieved B Corp certification through B Lab, completing a year-long certification process. The certification verifies Harris Farm meets rigorous social and environmental performance standards, balancing profit and purpose.

Scale indicators6 records

Recent moves6 records

Expansion highlights5 records

Emerging players

• HelloFresh: Global meal-kit subscription operator with a significant Australian subscriber base. Comparable on the ready-to-cook/meal-kit portion of Harris Farm's assortment, and increasingly competitive as a delivery-anchored fresh food brand.
• Marley Spoon: Australia-based meal-kit subscription brand (backed by HelloFresh). Directly comparable on meal kits and the subscription/recurring-purchase motion, and competes with Harris Farm's ready-to-cook category for weeknight dinner occasions.

Broad incumbents

• Woolworths Group: Australia's largest grocery retailer operating Woolworths supermarkets across the same NSW/ACT/QLD footprint. Directly comparable on omnichannel grocery, fresh produce, and online delivery, but at vastly greater scale and with broader private-label and pricing power.
• Costco Australia: Membership-based bulk grocery and fresh produce retailer with multiple Australian locations. Comparable on fresh food retail and value-bundle positioning, but competes on bulk and membership economics rather than Harris Farm's curated specialty model.
• Aldi Australia: Hard-discount grocer competing for the same Australian fresh grocery basket, particularly in NSW and QLD. Comparable as a grocery alternative to Harris Farm, but positioned at the opposite end of the price-quality spectrum, putting pressure on Harris Farm's value perception.
• Coles Group: The second major Australian full-line grocery incumbent, with overlapping fresh produce, deli, and online grocery offerings. Comparable on product breadth, omnichannel, and premium own-brand initiatives, but operates at much larger scale and price-positioned slightly below Harris Farm's specialty focus.

Direct peers

• Drakes Supermarkets: Independent Australian family-owned grocery chain with a strong fresh produce focus and multiple Queensland/South Australia locations. Closely comparable to Harris Farm as a family-owned, premium-leaning independent grocer competing with the majors on fresh and specialty.
• Sprouts Farmers Market: U.S. specialty grocer focused on fresh, natural, and organic products at health-and-wellness-led price points. Closely comparable to Harris Farm on category mix (produce, bulk, specialty), health-conscious customer base, and premium-but-approachable positioning.
• Whole Foods Market (Amazon): U.S. premium natural and organic grocery chain now owned by Amazon, with a strong sustainability and Imperfect Produce-style narrative. Highly comparable on premium organic assortment, sustainability story, and integration with Amazon's Prime ecosystem — the latter also relevant given Harris Farm's Amazon Prime Day Australia partnership.
• Metcash / IGA: Australia's largest independent grocery network, with IGA stores competing directly with Harris Farm in many NSW/QLD neighborhoods. Closely comparable as an independent-store grocery model with regional concentration and a focus on fresh and local assortments.

Market position

Strengths4 records

Weaknesses4 records

Competitive moat4 records

Key risks6 records

Key highlights6 records

Customer concentration

• YouTubeyoutube.com/user/HarrisFarmAU
• Facebookfacebook.com/harrisfarmmarkets
• Instagraminstagram.com/harrisfarmmarkets
• Pinterestpinterest.com.au/harrisfarmau
• Xx.com/harrisfarm1971

Compliance1 record

Revenue estimate

Valuation estimate

Number of profiles

Profiles3 records

Funding overview

Funding rounds

Investors

Funding detail is available on the Subscription and Enterprise plan.Contact sales →

M&A

Investments

M&A and investment is available on the Subscription and Enterprise plan.Contact sales →

Frequently asked questions about Harris Farm Markets