Farm Fresh Market proves that people still like retail the old-fashioned way
The staff are the real reason for the success of a local greengrocer recognised as the best retailer at the 2025 Murraylands Business Awards.
This story is brought to you by Business Murray Bridge, sponsors of the Murraylands Business Awards.
Farm Fresh Market on Adelaide Road, Murray Bridge is run the old fashioned way, with people at the counter and staff that go the extra mile for the customers who walk in.
Owners Carlo and Tracey De Michele have been providing fresh produce to locals for nearly 30 years – since a time when the shop was about a quarter of the size it is now.
"We started with about four staff and two of those were my wife and I," Mr De Michele said.
"It's grown ever since.. we've just gotten bigger and bigger with more customers coming in.
"We base our business on old fashioned service, so if you've got kids and they're giving you a hard time, we'll ask if you need a hand."
Mr De Michele certainly doesn't believe in self-serving.
"People don't talk anymore, it's sad," he said.
The fresh food market isn't your normal grocery chain; they locate the freshest produce from markets in Adelaide and disperse it throughout the Murraylands, often straight to the doors of customers or businesses.
Mr De Michele has regular 2am starts each week to find the freshest and best produce in Adelaide, to pick for his store.
They stood out from big chain supermarkets because the fresh stock stores like Coles got may not hit the shelf until a week later; before then it was kept in storage, he said.
"The next big point of growth we had was because of COVID ... people couldn't get out and about so we started doing orders over the phone ... and that evolved into an app," he said.
This is when home deliveries all started, and has since become a popular way to reach customers from Bordertown and Tailem Bend to Murrayville and Mannum.
"Customers do come from these areas to shop as well," he said.
They're also a wholesale supplier to many businesses, sporting clubs, hotels and restaurants including river boats like the Proud Mary and Murray Princess.
Farm Fresh Market try to keep it local, buying citrus from Mypolonga and stone fruits from the Riverland when they're in season.
Taking out the category of best retailer at the Murraylands Business Awards was all thanks to the staff, Mr De Michele said.
"Winning the award wasn't just my wife and I, it was the staff, they're the ones on the front line ... all the accolades should go to them."
The fresh food seller was up against other big retailers like Big W, Drakes and Bunnings.
Right now Mr De Michele was happy with the progress the store had made, he said: it had reached its max potential.
"We did a revamp less than five years ago to add more space ... and added a cafe in the corner which works really well," he said.
"The customers love it."
- Visit Farm Fresh Market: Call 8531 2888, visit 185 Adelaide Road, Murray Bridge from 7.30am-5.30pm from Monday to Friday or 7.30am-12.30pm on Saturday, email farmfreshmb@hotmail.com or see their Facebook.
- Read more: Winners revealed at the 2025 Murraylands Business Awards
Disclosure: The author was given two gold kiwis and they were delicious.
