Background and Opportunity
Fresh Markets Australia (FMA) is the national organisation representing the five central market chambers in Brisbane, Sydney, Melbourne, Adelaide, and Perth. With over 430 wholesale businesses, FMA’s network supplies 50-60% of Australia’s fresh produce, playing a critical role in maintaining the nation’s central market system. FMA runs the “A Better Choice” (ABC) marketing program to support independent retail markets, aiming to drive consumer awareness and demand for fresh produce sold through these markets. As the A Better Choice marketing program approached the final year of its 2021-2026 Strategic Plan, it needed to assess past successes, address current challenges, and define a new 5-year strategy. FMA sought a facilitation partner to guide a strategic workshop that would set the direction for 2025-2029, rebuild stakeholder confidence, and ensure alignment across the organisation.

Solution
Reservoir Partners facilitated a 1.5-day workshop with key NRMPC stakeholders and FMA staff. The workshop, informed by a comprehensive analysis of micro/macro insights, retail, wholesale and consumer market data and insights, included SWOT analysis, co-design of mission and vision statements, strategic objectives, and alignment of KPIs and budget allocation across key audiences. Post-workshop, Reservoir Partners provided strategic advisory support to ensure successful delivery of the Strategic Plan.

Results
The workshop successfully aligned FMA's stakeholders on critical areas, including strategic objectives and audience priorities. A cohesive 5-year strategy was developed, setting the foundation for the future growth and sustainability of FMA’s central market system. Stakeholder engagement was significantly enhanced, with clear next steps and a roadmap for integrating the strategy with FMA and the ABC program marketing and operational plans.

 

Services Overview

  • Strategic Planning

  • Workshop Facilitation

  • Stakeholder Management

  • Growth Strategy

  • Consumer marketing

  • Retail Strategy

  • Brand development

  • Mission & Vision