What Goodwill Projects does

Goodwill Projects is a privately held Australian event management and physical-market operator headquartered in Brisbane, Queensland, with regional offices on the Gold Coast and in Redcliffe. Founded in 2006 as a pioneer of Brisbane farmers markets, the company has grown to operate 12 physical markets across South East Queensland, including flagship sites Eat Street Northshore (a 10,000m² licensed food and beverage precinct built from 180 repurposed shipping containers, housing 60+ traders and 5 themed bars) and The Coastal Markets across three Gold Coast beachfront locations. The portfolio also includes the Field Good online marketplace, which connects farmers and producers with customers 24/7, plus a Mill Markets-satellite event management practice delivering end-to-end event services for events ranging from 50 to 50,000 attendees.

The company monetizes through five interlocking revenue streams: stallholder fees paid by vendors at weekly markets, professional services fees for full-service event management (concept, theming, vendor and entertainment bookings, sponsorship coordination, marketing, staffing, and bump in/out), managed venue operations at Eat Street Northshore (vendor rent plus bar revenue), corporate sponsorship arrangements (with past sponsors including Virgin Australia, MIRVAC, Ray White, Neuron, Green Beacon, Brisbane BMW, and Energex), and a digital marketplace commission via Field Good. Customer segments are split across small business vendors and traders (the primary use-case segment), local communities and consumers, corporate clients seeking event execution, and performers/entertainers booked into market programming. Pricing for vendor stalls and corporate event contracts is not publicly disclosed; some special events (e.g., Milton By Moonlight) charge a $4 entry fee, and performers are paid a minimum of $250 per performance.

The underlying technology stack is composed of commodity third-party SaaS rather than proprietary platforms: Roller (event management system), MYOB (accounting), and Deputy (workforce management), supplemented by a Mailchimp email newsletter, social channels (Facebook, Instagram, TikTok, YouTube, LinkedIn), and a public content/blog hub. The go-to-market motion is community-led placemaking, supported by long-running relationships with Brisbane City Council, Gold Coast City Council, Moreton Bay Regional Council, Redlands Council, and Logan City Council for site permits, plus industry memberships with QTIC, Property Council of Australia, and FAVR. The vendor network spans approximately 7,500 traders on the east coast of Australia, supporting 1,500+ small businesses weekly and attracting 100,000+ weekly attendees across the market portfolio.

Name

Goodwill Projects

Legal name

Goodwill Projects Pty Ltd and Goodwill Online Pty Ltd

Website

https://goodwillprojects.com.au

Company type

Private

Founded year

2006

Operating status

Operating

Headcount range

11–50 employees

Short description

Goodwill Projects is a privately held Brisbane-based operator of 12 physical markets, a licensed food precinct (Eat Street Northshore), an online marketplace, and event management services across South East Queensland, serving small business vendors, local consumers, and corporate event clients.

Ownership category

akta.pro rank

Product category

Event Management Services

NAICS

Convention and Trade Show Organizers (56192), Food Service Contractors (722310)

SIC

Services-Amusement & Recreation Services (7900), Wholesale-Miscellaneous Nondurable Goods (5190)

akta.pro primary industry

Farm-to-Consumer Cooperative Markets (Local Producer Co-ops) (CRAHALAG)

akta.pro secondary industries

Farmstead & Local Artisan Food Markets (Retail Shops) (CRAHAGAO), Festival, Fair & Event Mobile Concessions (THAFAHAI)

Keywords

• Event management services
• Farmers market operations
• Food precinct licensing
• Vendor marketplace platform
• Community event activation

Headquarters

HQ city

Brisbane

HQ country

Australia

HQ region

Oceania

Offices3 records

Markets served

GTM type

B2B

Offering type

Services

Cost components

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

Revenue model

1. Market Stall Fees: Vendors and stallholders pay fees to operate at Goodwill Projects markets. This includes farmers, artisans, food vendors, and small businesses selling at weekly markets.
2. Event Management Services: Full-service event management including concept, theming, operational management and execution for festivals, fundraisers, product launches, corporate functions, sporting events and pop-ups. Services scaled for 50 to 50,000 attendees.
3. Eat Street Northshore Operations: Licensed venue operations with 5 themed bars and multiple food vendors. Company operates a 10,000m2 licensed precinct with food and beverage revenue from vendors and bar operations.
4. Sponsorship Revenue: Corporate sponsorship arrangements providing brand exposure to market attendees. Past sponsors include Virgin Australia, MIRVAC, Ray White, Neuron, Green Beacon, Brisbane BMW, and Energex.
5. Digital Marketplace: Curated online marketplace connecting farmers and producers with customers 24/7, complementing physical market operations.

Pricing tiers

Go-to-market motion2 records

Distribution channels4 records

Marketing channels5 records

Core offering

Goodwill Projects operates a network of 12+ weekly farmers and artisan markets across South East Queensland, manages the Eat Street Northshore licensed foodie precinct, and provides end-to-end event management services including corporate events, festivals, and brand activations. The company connects more than 7,500 small business stallholders and producers with consumer audiences through recurring physical market locations, a licensed venue, and a digital marketplace presence.

Product overview

Goodwill Projects is a South East Queensland market, venue, and event management operator that curates and manages a portfolio of physical market spaces, a licensed foodie precinct, an online marketplace, and comprehensive event services. The core offering consists of 12 highly popular physical markets (West End, Milton, Nundah, Redcliffe, Carseldine, HOTA, Brisbane City across three locations, Surfers Paradise Beachfront, The Coastal Markets across three locations, Beenleigh, Kuraby, and Rivermakers), the flagship Eat Street Northshore licensed precinct with 60+ traders and 5 themed bars spanning 10,000m², the Field Good online marketplace connecting farmers to customers 24/7, and event management services for festivals, product launches, corporate functions, and seasonal events. The company began as Brisbane farmers market pioneers in 2006 and has expanded to serve over 100,000 weekly attendees across its portfolio.

Differentiator

Problem solved

Functional benefit

Brands

• Eat Street Northshore: Iconic night market and foodie destination on Brisbane's northshore riverfront, featuring over 60 traders and 5 themed bars built from repurposed shipping containers.
• The Coastal Markets

Products and services

• Weekly Farmers and Artisan Markets A network of recurring weekly markets held at 12+ locations across South East Queensland, providing vetted small business stallholders, farmers, and artisan producers with a physical retail channel to sell directly to consumer audiences.
• Eat Street Northshore A licensed food and entertainment precinct that aggregates food vendors, retailers, and entertainers under a single venue, targeting consumer visitors seeking a multi-vendor foodie experience.
• Event Management Services End-to-end event management services delivered to corporate clients, councils, and brand owners, covering planning, market/activation design, vendor sourcing, and on-site delivery of events, festivals, and brand activations.
• Field Good Online Marketplace Digital marketplace platform that extends the company's physical market ecosystem online, allowing traders and producers in the Goodwill Projects network to reach consumer buyers beyond in-person market days.

Quantifiable outcome

• 100,000+ weekly visitors across all markets
• +3 more outcomes

Named customers6 records

Segments4 records

Ideal customer profiles2 records

Technology focussed No

API detail

Has API

No

API docs

API detail

Core technology

AI maturity

App detail

Partnerships

15 partnerships are on record, tiered minor and core.

• Property Council of AustraliaminorOthersMember organization supporting the property and built environment sector. Goodwill Projects maintains membership indicating alignment with property and placemaking industry.
• QTIC (Queensland Tourism Industry Council)minorOthersTourism industry membership organization. Goodwill Projects maintains membership as a tourism and events business.
• Food Agribusiness (FAVR)minorOthersFood and agribusiness industry member organization.
• Brisbane City CouncilcoreOthersEstablished working relationships for market operations across Brisbane CBD and suburban locations. Multiple market permits and site agreements.
• Gold Coast City CouncilcoreOthersEstablished working relationships for Coastal Markets and HOTA Markets operations on the Gold Coast.
• Moreton Bay Regional CouncilcoreOthersWorking relationship for Redcliffe Markets operations in the Moreton Bay region.
• Redlands CouncilminorOthersCouncil relationship for markets in the Redlands area.
• Logan City CouncilminorOthersCouncil relationship for markets in the Logan area.
• Virgin AustraliaminorGTM or Marketing PartnerPast event sponsor providing brand exposure through market and event activations.
• MIRVACminorGTM or Marketing PartnerPast event sponsor and precinct partner for market activations.
• Ray WhiteminorGTM or Marketing PartnerPast event sponsor.
• NeuronminorGTM or Marketing PartnerPast event sponsor and mobility partner for shared transport options.
• Green BeaconminorGTM or Marketing PartnerPast event sponsor.
• Brisbane BMWminorGTM or Marketing PartnerPast event sponsor.
• EnergexminorGTM or Marketing PartnerPast event sponsor.

Scale indicators8 records

Recent moves6 records

Expansion highlights6 records

Direct peers

• Paddy's Markets (Haymarket): Large Sydney-based multi-location market complex with hundreds of traders and high daily foot traffic. Comparable in operating multiple market sites simultaneously with mixed vendor categories including food and artisan goods.
• Queen Victoria Market: Melbourne's largest open-air market with hundreds of traders, fresh produce, and events. Comparable scale of multi-vendor curated market operations with strong brand recognition and tourism traffic.
• Solotel: Australian hospitality group that operates Night Noodle Markets and similar curated food/market event experiences. Directly comparable in operating night markets, food precincts, and themed consumer events with vendor curation.
• Howard Smith Wharves: Brisbane riverfront food, beverage, and events precinct with multiple operators, bars, and event spaces. Directly comparable in operating a curated food/beverage precinct with event programming in the Brisbane market.
• The Grounds of Alexandria: Sydney-based food precinct and event venue combining market-style retail, licensed bars, and event hosting. Comparable to Goodwill Projects' Eat Street Northshore concept in combining curated food vendors with venue operations and events.
• Adelaide Central Market: One of Australia's largest undercover fresh produce markets with permanent traders and weekly foot traffic. Comparable market operator model with established vendor relationships and consumer-facing retail in an Australian capital city.
• Prahran Market: Privately operated Melbourne food market with permanent artisan traders and weekly foot traffic. Closely comparable as a privately operated Australian market business with curated local producer focus.
• South Melbourne Market: Iconic Melbourne food and lifestyle market with permanent stallholders, fresh produce, and artisan goods. Directly comparable as a curated market operator serving both vendors and consumers with permanent physical infrastructure.

Regional players

• Carriageworks Farmers Market: Sydney-based weekly farmers and artisan market operating from the Carriageworks arts precinct. Comparable as a curated weekly farmers/artisan market with strong producer focus, though serving the Sydney market rather than South East Queensland.

Broad incumbents

• TEG (Ticketek Entertainment Group): Major Australian live event and ticketing company that organises festivals, concerts, and large-scale events. Comparable as a broad event management incumbent, though operating at significantly larger scale and different vertical (live entertainment vs. markets).

Market position

Strengths5 records

Weaknesses5 records

Competitive moat5 records

Key risks6 records

Key highlights7 records

Customer concentration

• YouTubeyoutube.com/channel/UCA3I9rhC4w-laq9JGWErPXg
• Facebookfacebook.com/goodwillprojects
• LinkedInlinkedin.com/company/goodwill-projects

Revenue estimate

Valuation estimate

Number of profiles

Subsidiaries2 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 Goodwill Projects