Willunga Farmers Market

What Willunga Farmers Market does

Willunga Farmers Market is a not-for-profit incorporated association (WFM Inc., ABN 63 430 965 171) that has operated South Australia's first farmers market since 2002, running a weekly Saturday market from 8am to 12noon at Willunga High School grounds in the Fleurieu Peninsula region. The organisation functions as a curated two-sided marketplace, connecting approximately 80 family farms and artisan food producers across categories including produce, dairy, meat, seafood, bakery, condiments, wine, and flowers with local consumers from Willunga, McLaren Vale, and the surrounding Fleurieu Peninsula. A formal 100-point eligibility test enforces that stallholders must grow, rear, bake, brew, ferment, catch, smoke, pickle, or preserve their own products, prioritising Fleurieu Peninsula producers and underwriting provenance claims.

The organisation is supported by a small operational team of approximately six full-time staff (Market Manager, Finance & Administration, Market Support Officer) plus casual market-day personnel, governed by a Management Committee chaired by Vicki Osland with stallholder and community representation. Revenue derives from two main streams: annual membership subscriptions from 1,200+ consumer members ($55 first year, $50 renewal, with 10% discount at all stalls and partner discounts at local businesses) and stallholder fees from the 80+ producers. Complementary programs include the $15,000 Farmers Scholarship (launched 2014, partnered with Hills and Fleurieu Landscape Board and Adelaide and Mount Lofty Ranges NRM Board) and member partner-discount arrangements with local businesses such as Hither & Yon and Willunga Pharmacy. The technology stack is non-proprietary — a WordPress website, Instagram presence, email newsletter, and online member portal — with no e-commerce or delivery component; all transactions occur in person at the weekly market.

Name

Willunga Farmers Market

Legal name

Willunga Farmers Market Inc.

Website

https://willungafarmersmarket.com.au

Company type

Private

Founded year

2002

Operating status

Operating

Headcount range

1–10 employees

Short description

Willunga Farmers Market is a not-for-profit incorporated association running South Australia's first farmers market since 2002, operating a weekly Saturday market that connects approximately 80 local Fleurieu Peninsula producers with consumer members and regional shoppers.

Ownership category

akta.pro rank

NAICS

Fruit and Vegetable Retailers (445230)

akta.pro primary industry

Farmers’ Markets & Farm Stands (Fresh Food) (CRAHAHAE)

akta.pro secondary industries

Farmstead & Local Artisan Food Markets (Retail Shops) (CRAHAGAO), Organic Produce & Farm Market Retail (CRAHAEAD)

Keywords

• Farmers market operations
• Local food retail
• Artisan food producers
• Direct-to-consumer produce
• Community supported agriculture

Headquarters

HQ city

Willunga, South Australia

HQ country

Australia

HQ region

Oceania

Offices2 records

Markets served

GTM type

B2B and B2C

Offering type

Services

Revenue model

1. Membership Fees: Annual membership subscriptions at $55 for new members and $50 for renewals, providing members with 10% discount at all market stalls.
2. Stallholder Fees: Fees from 80+ family farms and artisan food producers who operate stalls at the weekly market, trading at the market site.

Pricing tiers

Go-to-market motion1 record

Distribution channels1 record

Marketing channels4 records

Core offering

Willunga Farmers Market operates a weekly Saturday outdoor farmers market (8am–12noon, year-round) at Willunga High School grounds in Willunga, South Australia, bringing together more than 80 family farms and artisan food producers from the Fleurieu Peninsula to sell fresh, seasonal produce directly to local consumers. As South Australia's first farmers market (established 2002), it functions as a not-for-profit venue under a strict producer-only eligibility test, supported by an annual membership program ($55 first year, $50 renewal) that provides a 10% discount at all stalls.

Product overview

Willunga Farmers Market is a physical farmers market (not a technology product) operating as a not-for-profit incorporated association. The core offering is a weekly Saturday market where local producers sell fresh, seasonal produce directly to consumers. Supporting products include a membership program offering 10% discount at all stalls ($55 first year, $50 renewal), a $15,000 Farmers Scholarship Program for emerging growers, and various producer categories spanning produce, dairy, meat, bakery, wine, and specialty foods. The market serves the Fleurieu Peninsula region and operates from Willunga High School grounds.

Differentiator

Problem solved

Functional benefit

Named customers5 records

Segments3 records

API detail

Has API

No

API docs

API detail

Core technology

AI maturity

App detail

Partnerships

Four partnerships are on record, tiered core and minor.

• Adelaide and Mount Lofty Ranges Natural Resources Management BoardcoreStrategic or Co-development Partner · 1 December 2019Partnership support for the $15,000 Farmers Scholarship program. The scholarship provides $12,000 startup capital for primary produce farming on the Fleurieu Peninsula, $3,000 mentorship in small business and agriculture, and guaranteed market trading license for two years.
• Push AdventuresminorStrategic or Co-development Partner · 1 June 2017Inclusive Tourism Review conducted in June 2017, made possible by Regional Development Australia funding. Provided improved accessibility information and customer experience recommendations.
• Cheong LiewminorOthers · 1 January 2006Adelaide's most well-known chef agreed to become Market Patron in 2006, providing culinary endorsement and support for the market's community mission.
• Hills and Fleurieu Landscape BoardcoreStrategic or Co-development Partner · 23 February 2002Partnership support for the Willunga Farmers Market Scholarship program encouraging farming on the Fleurieu Peninsula by providing $15,000 scholarships to fledgling farmers.

Scale indicators3 records

Recent moves8 records

Expansion highlights3 records

Market position

Competitive moat4 records

Key risks6 records

Key highlights6 records

Customer concentration

• Instagraminstagram.com/willungafarmersmarket
• LinkedInlinkedin.com/company/willunga-farmers-market

Revenue estimate

Valuation estimate

Number of profiles

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 Willunga Farmers Market