The Community Grocer

What The Community Grocer does

The Community Grocer (legal entity Community Pop-Up Markets Ltd., ABN 34167643647) is a not-for-profit social enterprise founded in 2014 and headquartered in Carlton, Victoria, Australia. It operates six weekly place-based fresh food markets across Greater Melbourne — in Fitzroy, Werribee, Richmond, Pakenham, Melton, Carlton, and Flemington — providing affordable, culturally relevant fruit and vegetables to communities experiencing food insecurity. Two-thirds of customers are unemployed or on low incomes; 400+ households shop weekly, and in 2025 the organisation sold 87 tonnes of produce (nearly 1 million serves) and supported over 51,000 Victorians.

The core products are: (1) walk-up market produce sales, (2) fresh food boxes ordered via the Open Food Network platform for pickup at markets in four tiers ($20/$30/$40/$60), available as one-off or weekly subscription, and (3) the Grocer Gift Card program, where public donations (over $65,000 distributed in 2025) are converted into vouchers that partner agencies distribute to people in need, enabling them to shop with dignity at TCG markets. The technology stack is intentionally lightweight: Open Food Network for ordering, Donorbox for donations, Squarespace for web. No proprietary software or AI capability is in evidence.

The business model blends trading revenue (market produce sales, food box subscriptions, workplace fruit box orders) with grant and philanthropic funding from Victorian and federal government departments, VicHealth, three universities, and foundations including Bennelong, Felton Bequest, and Scanlon. The organisation is ACNC-registered, Social Traders certified, and Deductible Gift Recipient endorsed. It is supported by a 10-person paid team plus 102 volunteers and governed by a board chaired by Emily Dupuche and Scott Butler, with Georgia Savage as CEO.

Name

The Community Grocer

Legal name

Community Pop-Up Markets Ltd.

Website

https://thecommunitygrocer.com.au

Company type

Private

Founded year

2014

Operating status

Operating

Headcount range

1–10 employees

Short description

The Community Grocer is a not-for-profit social enterprise operating six weekly fresh food markets across Greater Melbourne that sell affordable fruit and vegetables to low-income households, complemented by subscription fresh food boxes and a dignity-based Grocer Gift Card food relief program.

Ownership category

akta.pro rank

Product category

Community Fresh Food Markets

NAICS

Fruit and Vegetable Retailers (445230), Community Food Services (62421)

SIC

Retail-Grocery Stores (5411)

akta.pro primary industry

Produce Markets & Greengrocers (CRAHAHAA)

akta.pro secondary industries

Community-Owned / Nonprofit Grocery Stores (CRAHALAB), Fresh Food Subscription/CSA & Produce Box Retail (CRAHAHAG)

Keywords

• Fresh food markets
• Community food security
• Social enterprise grocery
• Affordable fresh produce
• Food relief programs

Headquarters

HQ city

Melbourne

HQ country

Australia

HQ region

Oceania

Offices1 record

Markets served

GTM type

B2C

Offering type

Services

Cost components

Personnel, Supply Chain, Operations, Infrastructure, Marketing or Sales

Revenue model

1. Fresh Food Box Sales: Sale of fresh food boxes (mixed fruit/veg, fruit-only, veg-only) in various sizes at price points from $20 to $60. Available for one-off purchase or weekly subscription via Open Food Network.
2. Market Produce Sales: Direct produce sales at six weekly physical markets across Melbourne. Customers purchase fresh fruit and vegetables at affordable prices.
3. Grocer Gift Card Donations (Pay It Forward): Donations from the public are converted into Grocer Gift Cards distributed to people facing financial hardship via partner agencies. In 2025, vouchers valued at over $65,000 were distributed.

Pricing tiers

Go-to-market motion2 records

Distribution channels3 records

Marketing channels6 records

Core offering

The Community Grocer runs six weekly fresh food markets across Melbourne suburbs selling affordable fresh fruit and vegetables to low-income communities. It complements physical markets with pre-packed fresh food boxes (mixed, fruit-only, and veg-only variants in small, medium, large, and extra large sizes) orderable through the Open Food Network for pickup at markets. The Grocer Gift Card program converts public donations into vouchers that people facing financial hardship can redeem at markets, providing a dignified alternative to traditional food relief.

Product overview

The Community Grocer is a not-for-profit social enterprise operating a dual offering: (1) Seven weekly fresh food markets across Melbourne (Fitzroy, Werribee, Richmond, Pakenham, Melton, Carlton, Flemington) that provide affordable access to fresh, culturally relevant produce while fostering social connection; and (2) Fresh food boxes available in four sizes ($20-$60) for weekly pickup, ordered through Open Food Network. The organisation also runs the Grocer Gift Card program as a dignified alternative to food relief, enabling recipients to choose their own produce at markets. Founded in 2014, the enterprise has expanded from one market to six, serving 400+ households weekly.

Differentiator

Problem solved

Functional benefit

Products and services

• Fresh Food Markets Weekly neighbourhood markets held across Melbourne (Fitzroy, Werribee, Richmond, Pakenham, Melton, Carlton, Flemington) supplying fresh seasonal produce at affordable prices, operating 8:30AM-12:30PM and addressing physical, economic, and social barriers to fresh food for low-income communities.
• Fresh Food Boxes Pre-packed boxes of fresh produce available in mixed fruit/vegetable, fruit-only, or vegetable-only options. Offered in Small ($20), Medium ($30), Large ($40), and Extra Large ($60) sizes for one-off purchase or weekly subscription, with pickup from markets and designated hubs via Open Food Network.
• Grocer Gift Cards A dignified, choice-based alternative to traditional food relief. Gift cards enable people experiencing food insecurity to shop at markets for fresh produce of their choosing. Donations via the Pay It Forward campaign are converted into Grocer Gift Cards for community members.
• Community Partnership Program Collaboration with government, business, community organisations and food relief providers to strengthen local food infrastructure and food security responses. Partners include councils, universities, health organisations, foundations, and community groups.

Quantifiable outcome

• 70% of customers increased fruit and vegetable consumption
• +4 more outcomes

Named customers2 records

Segments3 records

Ideal customer profiles3 records

Technology focussed No

API detail

Has API

No

API docs

API detail

Core technology

AI maturity

App detail

Integration1 record

Partnerships

41 partnerships are on record, tiered core and minor.

• Open Food NetworkcoreTechnology or IntegrationTechnology partner providing the online ordering platform for fresh food box sales and subscription management across all market locations.
• City of MelbournecoreStrategic or Co-development PartnerLocal government partner supporting food security initiatives and community food systems across Melbourne.
• City of YarracoreStrategic or Co-development PartnerLocal government partner. Richmond Market awarded Community Initiative of the Year 2025 by City of Yarra.
• Cardinia Shire CouncilcoreStrategic or Co-development PartnerLocal government partner supporting Pakenham Market operations.
• City of Moonee ValleycoreStrategic or Co-development PartnerLocal government partner supporting Flemington Market.
• North Richmond Community HealthcoreStrategic or Co-development PartnerHealth organisation partner supporting Richmond Market launch and ongoing operations.
• CohealthcoreStrategic or Co-development PartnerCommunity health organisation partner in food security initiatives.
• Monash UniversitycoreStrategic or Co-development PartnerAcademic partner. Board member Suzanne Kleve is Senior Lecturer in Department of Nutrition, Dietetics and Food at Monash.
• Deakin UniversityminorStrategic or Co-development PartnerAcademic partner in food systems research and community development.
• University of MelbourneminorStrategic or Co-development PartnerAcademic partner in food systems and public health research.
• VicHealthcoreStrategic or Co-development PartnerVictorian health promotion foundation providing funding and support for health and wellbeing initiatives.
• Department of Families, Fairness and HousingcoreStrategic or Co-development PartnerVictorian government department providing funding and policy support for food security.
• Department of Jobs, Skills, Industry and RegionscoreStrategic or Co-development PartnerVictorian government department supporting food systems and local economies.
• Department of Health and Human ServicescoreStrategic or Co-development PartnerVictorian government department providing funding for health and social programs.
• Department of Social ServicescoreStrategic or Co-development PartnerFederal government department supporting community services and food security.
• North Eastern Public Health UnitcoreStrategic or Co-development PartnerPublic health unit supporting Richmond Market launch and health initiatives.
• Western Public Health UnitcoreStrategic or Co-development PartnerPublic health unit supporting western Melbourne community health initiatives.
• Community Bank Clifton Hill - North FitzroyminorStrategic or Co-development PartnerCommunity bank branch supporting local community initiatives.
• Aligned LeisureminorStrategic or Co-development PartnerLeisure and community services provider.
• ChobaniminorStrategic or Co-development PartnerFood company providing product support for community initiatives.
• headspace MeltonminorStrategic or Co-development PartnerYouth mental health organisation supporting Melton community.
• Right to Food CoalitioncoreStrategic or Co-development PartnerCoalition advocating for the right to food, aligning with TCG's mission.
• Regen MelbourneminorStrategic or Co-development PartnerRegenerative Melbourne network supporting sustainable food systems.
• Moving FeastminorStrategic or Co-development PartnerOrganisation focused on sustainable food and community.
• MerriFoodHubminorStrategic or Co-development PartnerLocal food hub supporting food systems in Merri region.
• Fitzroy Neighbourhood HousecoreStrategic or Co-development PartnerCommunity hub providing space and support for Fitzroy Market.
• Kathleen Syme Library and Community CentreminorStrategic or Co-development PartnerLibrary and community centre supporting local programs.
• North Melbourne Community CentreminorStrategic or Co-development PartnerCommunity centre supporting north Melbourne initiatives.
• The Learning BankcoreStrategic or Co-development PartnerEconomic development centre supporting Richmond community.
• Living & Learning Inc PakenhamcoreStrategic or Co-development PartnerCommunity centre hosting Pakenham Market at front deck.
• Melton Central Community CentreminorStrategic or Co-development PartnerCommunity centre supporting Melton area initiatives.
• Carlton Neighbourhood Learning CentrecoreStrategic or Co-development PartnerCommunity learning centre supporting Carlton community.
• BAHN (Belgium Avenue Neighbourhood House)minorStrategic or Co-development PartnerNeighbourhood house supporting community programs.
• Debney Meadows Primary SchoolcoreStrategic or Co-development PartnerPrimary school hosting Flemington Market on Saturdays.
• Yarra Youth ServicesminorStrategic or Co-development PartnerYouth services supporting Yarra community.
• Sunbury Aboriginal CorporationminorStrategic or Co-development PartnerAboriginal community organisation.
• Community Housing LimitedcoreStrategic or Co-development PartnerCommunity housing provider supporting access for housing estate residents.
• Cultural CateringminorStrategic or Co-development PartnerLocal food vendor providing culturally relevant catering at market events.
• Supplementary Complete AccountingminorOthersAccounting services provider.
• BANH inc (Belgium Avenue Neighbourhood House)minorStrategic or Co-development PartnerSupported Richmond Market launch as community partner.
• The Salvation ArmyminorStrategic or Co-development PartnerSupported Richmond Market launch as community partner.

Scale indicators12 records

Recent moves9 records

Expansion highlights5 records

Direct peers

• SecondBite: Australian nonprofit rescuing surplus produce and distributing it to community food programs. Closely aligned mission of redirecting fresh food to low-income communities and relies on similar volunteer and philanthropic networks.
• OzHarvest: Australia's leading food rescue nonprofit, redistributing surplus food to charities. Comparable not-for-profit model tackling food insecurity with similar community/funder relationships, though operating via food rescue rather than fresh-produce markets.
• Cultivating Communities: WA-based nonprofit running community garden and fresh-produce access programs. Highly analogous place-based model of growing food and supporting food security in low-income communities, with similar funder mix.
• FareShare: Melbourne-based nonprofit kitchen turning rescued food into free meals for Victorians experiencing hardship. Directly comparable community food-security model in the same geographic catchment and funder ecosystem.
• Melbourne Farmers Markets: Operator of accredited farmers' markets across Melbourne. Closely comparable physical fresh-produce market format and customer demographic, though structured as a commercial entity rather than a charity.

Broad incumbents

• Harris Farm Markets: Australian specialty fresh-produce retailer with strong presence across greater Melbourne. Comparable as a produce-focused operator serving broader Melbourne, but a for-profit premium-positioned incumbent rather than a community nonprofit.
• Foodbank Australia: Australia's largest food relief organisation operating nationally with a broader grocery/hamper model. Overlaps on food-security mission and partner ecosystem, but operates at far larger scale and with packaged rather than fresh produce focus.

Others

• Open Food Network: Australia-wide open-source platform for local food distribution and CSAs. Currently TCG's technology partner for online box ordering; adjacent infrastructure provider rather than a direct competitor.

Market position

Strengths4 records

Weaknesses5 records

Competitive moat4 records

Key risks5 records

Key highlights6 records

Customer concentration

• LinkedInlinkedin.com/company/the-community-grocer

Compliance3 records

Revenue estimate

Valuation estimate

Number of profiles

Profiles17 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 The Community Grocer