5 Questions with Honest to Goodness

You guys seem to have been with our markets for a lifetime!  When did you start and how difficult was it to settle in to market life

We (owners Matt & Karen Ward) started Honest to Goodness back in 2002 selling unpackaged nuts, dried fruits and seeds to various growers markets around Sydney.  

Our first stall was at Frenchs Forest Market and we started with a single small table, a tent with many parts that took us forever to set up and just 6 products.  The customers liked what we were doing and our range grew slowly over time to what it is today with over 700 products!

Since humble beginnings, Honest to Goodness has grown to a fully integrated supplier of organic & natural food products throughout Australia. We operate as a retailer through the markets, our store in Alexandria and our online store. We also distribute to more than 1000 customers nationwide through our wholesale operations.  

The farmers markets remain an integral part of our business today and our team loves being a part of the markets every weekend, rain hail or shine!

Back in 2002 the markets were much smaller and quieter, but fundamentally the same as it is today and we love that some of our very first customers that helped get us started still shop with us today! 

It wasn’t difficult to settle into the market way at all, it is actually a lot of fun and you meet some great people.

The queues for your stall are long, yet folk are always patient because they know that (literally) their wish is your command (in the best possible way mind!).  In terms of seasons (eg: cooler vs warmer months), which item/s would be your biggest seller?

We have a great bunch of loyal customers who come to our stall every week to grab their regular wholefood staples.  We also rotate some more seasonal products around.

During winter our Porridge Blend and Organic Soup Mix would be our most popular sellers.

Spring time is definitely salad ingredients like our Salad Topping Goodness blend, Organic Quinoa and French Green Lentils. 

In the lead up to Christmas, our various organic dried fruits including our Christmas Good Pud Fruit Mix sell out quickly while everyone is making their puddings! Our hand blended organic and sulphur free muesli’s are popular year round but especially during summertime.

We LOVE your branding.  What was the process behind not only the name but your tag "real food that loves you back".  What was the process behind and how long did it take to bring this "concept" to life

Our brand “Honest to Goodness” is representative of what we do, and this includes honesty and transparency about the food we sell and integrity in our dealings. 

“Goodness” is about the food itself, our food is of high quality and provides essential nutrition. 

The tag line “Real Food That Loves You Back” came about in 2008 when we redesigned our packaging.  This redesign took about 6 months and started with us appearing on the TV show “Kochies Business Builders”. We were fortunate to get some really good advice from this experience. 

Our tag line “real food that loves you back” was always envisioned as our kind of billboard message that would be changed over time but has kind of stuck with us because it is so catchy and so well received.

Like most markets you will have received some odd questions or requests.  Can you think of one that particularly stands out?

We actually get some of the most valuable feedback from our customers at the markets. 

We find those who shop at the markets are pretty engaged around where their food comes from, the health benefits it provides and environmental impacts. We see our customer questions and feedback as our own market research into what products we should range. 

Our customer engagement at our market stalls is an invaluable part of our business which we believe has also been a key to a lot of our success. So if anyone has any feedback, ideas or questions around our foods, always feel free to share it with our team!

I guess the most peculiar question that springs to mind is from a customer that asked “how will our products help his back?” …our slogan ‘Real Food That Loves You Back’ got a bit lost in translation!

In 5 words why should people shop at Organic Food Markets?

REAL FOOD THAT LOVES YOU BACK! (oopla that's 6)

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Want to know more?  Even better...want to TRY some of their amazing goodies?  Well you know the answer tis simple.  Get thy-selves to Frenchs Forest on a Sunday.  

Sharing the FF luv with Stu

When did your affaire d'amour commence with Frenchs Forest Markets

I only started going to the markets around 6 months ago when I was looking for something to do on a sunny Sunday morning.  After the first visit when I walked away with a full belly and a week's worth of wonderful local organic produce, I decided to return again the next week and have been trying to make it every Sunday since!

What is one thing that you simply can't not have each visit

That would have to be the honey cured bacon & egg rolls.  I love that they pile on the baco and use soft bread rolls.

I try to mix it up every week and maybe get pineapple or cheese or sometimes get the "works" which bacon, egg, cheese, pineapple and sausage.  Keeps me full all day!

Do you share this affair of the heart with others or does it remain somewhat "secret"

I'm always spreading the word about Frenchs Forest markets to anyone who'll listen.  I try to encourage friends and family to get their weekly shopping on Sundays from the markets because the produce is always so much more fresher than supermarkets and it's also organic.

I also like to keep money in the local community, helping out local farmers.

Got a fave stallie?

The guys at Brasserie Bread are always friendly and willing to have a chat.  

They always help me choose some amazing different breads each week.  I've also learnt a lot about how breads are made and what they are best used for/with.  

So they would have to be my fave each week.

For others who are yet to discover this Northern Beaches Sunday ritual, what 5 words would you use to tell them to get in and give it a go

Freshest, Friendliest, Delicious, Passionate, Crafty

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Massive shout out to Stu for sharing his love of Frenchs Forest Markets!

Time to SHOUT OUT!

Geoff Heaton

Melanie

Lazzie Cooks (Made with produce from FF Markets) 

Rick Heaton

Cinzea

Cook Feed Love

Jane Grover

Aiofe

5 Questions with Cappuccino Afloat

Cappuccino Afloat is almost an institution at our markets in their own right!  When did you make your debut

We bought the business in July 2010 smack bang in the middle of winter!

Upbeat staff, continually entertaining but amazingly fast with a particularly strong and loyal fan base. What is the secret behind running this tightly oiled ship

Mutual respect, open door policy, communication, letting them (the staff) grow as individuals but also as part of a team.  TRUST!

Being flexible and keeping their jobs open when they go on holidays, them knowing they have a job to return to.

And the love of coffee

Highs and lows.  Lows and highs.  What would be one of the standout highs in your time at Frenchs Forest Markets?

The Lows: the weather.  When it rains in Sydney it rains harder at the markets.  The other low is our generator failing and we have no coffee to serve.  To see the disappointment on the customers faces breaks our hearts.

The Highs: growing from a 4 man show to 5.  Getting to know our customers by name even though we only see them once a week.

Out of all our markets Frenchs Forest Market has been our biggest growing.  The customers are willing to wait for their coffee considering it's soooooo busy.

We can't believe it!

When was Cappuccino Afloat "born"

Cappuccino Afloat was born on the water (Pittwater to be exact) years ago hence the name "Afloat".  However running costs necessitated to have it placed on the ground as opposed to water.

The coffee carts now travel in horse-floats where they are set up as outdoor cafes at Orange Grove & Frenchs Forest Markets.

Alex's Cappuccino Afloat fashion show

For anyone who HASN'T been to Frenchs Forest Markets, what you say to tell them it's about time they partook in the Sunday Morning FF ritual

Eclectic markets with probably the best variety of food, produce, beverages, fashion and of course COFFEE

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Feel like a boogie while you wait for your coffee then this is the place to be!  Huge thanks to Alex and the crew for not only being who they are but add a bit of madness and fun to the Sunday Morning Frenchs Forest Market ritual!

Sharing the Frenchs Forest Love with Kylie

How long ago did you discover Frenchs Forest Market?

Ummmmm, about a year ago once I moved up the road from it, so around November 2012

What is it about our markets that keeps you coming back?

The food and the little community feel. It's friendly and fun


Do you have a favourite stallie?  Why?

The bread stall run by the people from the Blue Mountains (Common Ground)....love the bread as I am gluten intolerant and love the muffins

oh and the croissants....and the coffee van guys (Cappuccino Afloat)...LOVE them!

Do you have an all time number one recipe using produce bought at our markets, or do they just keep evolving week after week?

Nah...I mostly get fruits & spinach from there AND bread rolls (single-mummy-on-limited-funds-right-now)

There are those who say it is cheaper to shop at a supermarket but what 5 words would you use to encourage them to come to Frenchs Forest Market?

TASTE THE DIFFERENCE!!!!! (seriously!  I thought the same)

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MASSIVE thank you to Kylie for sharing not only her photos but more importantly her love and why you should love (if of course you don't already!) Frenchs Forest Markets! 

Shout out!

We love it when we find photos of our markets.  So this is not just a celebration of all things Frenchs Forest, more importantly all things fanwise of FF!

Jada Andersen

Imoan

Ellie King

Robin Frost

Chris Peters

Janie D

5 Questions with Vince's Veggies

How long has Vince's Veggies been part of the Frenchs Forest Market Community?

Truth be told, the stand was originally my great uncle's (Domenico Polito). I'm not sure exactly when he first started but I think it was about 8 or 9 years ago.

My grandfather Vincenzo and his brother Domenico used to have a couple of stands at Paddy's Market in Haymarket for many years.  When my grandmother passed away in 2006, my grandfather and his brother sold the stands and my great uncle (Dom) went looking for something closer to home to keep him busy.

It wasn't long before my Uncle Dom convinced my grandfather Vincenzo to once again join forces at Frenchs Forest Markets.  My uncle had his side and my grandfather had his.  The name "Vince's Veggies" came in to play when my cousin (John-Paul) was at uni and had to do an assignment on Marketing and chose to focus on my grandfather (Nonno).

He had to make a Facebook page and show some pictures of the garden and what we were growing.  Once the page was created, my cousin rang me up to ask if I could send out a few requests to friends and family to get the numbers up.

Overnight "Vince's Veggies" got over 100 likes and that was the start of all the marketing: we now have t-shirts, hats and banners.  When people come in we do not want them to forget my great-uncle Domenico as he is just as important as my Nonno.

You personally have been part of markets virtually since day one (albeit by family ties).  What changes have you noticed in the way people shop?

For as long as I can remember, I have always helped my grandparents out with the markets and gardening. For me growing up it was quite normal.  "Doesn't everyone have goats, chickens and a huge shed of manure in their backyard?".

I find the customers we have enjoy our fresh produce, love the fact that it doesn't have to come in a shiny box with beautiful ticket prices.

It's about good quality and a friendly smile.  My Nonno is notorious for dropping in a few extra goodies in your shopping trolley or bag when you walk out.  He never misses a Sunday!  In his words "if you miss a Sunday and the people don't see you here you let them down"

What has been one of the high points of being a marketeer and working alongside your Nonno?

My Nonno is my hero, my best friend, my boss.  Everything I have learned has come from the hands of him.

Nobody likes waking up at the crack of dawn on a Sunday and there have been many times I have contemplated staying in bed.  But I look back now and have no regrets of working alongside the great man.

He would always get there early and take his time unloading the van and by the time I arrived he had done most of the hard yard.

After about 20 minutes of work he told me to sit down and have something to eat.  

One of the highlights of my morning was sitting down with him (Nonno), my cousin David and late Uncle Domenico and having a home-made salami and cheese sandwich.

My Nonno didn't have formal education but he is street-smart and knew what he had to do to provide for his family.  EVERYTHING he does is for his family.

Being a marketeer is a great feeling and also working with so many great stallies makes it that much better.

What is it about Vince's Veggies that makes it such a drawcard for punters?

Just try our produce once and you will see the quality.  We have a strong clientele base and our customers are regulars.  We even have clients telephone during the week to make sure we put something aside for them on Sundays.

All you have to do is ask anyone around the Markets if they know Vince and they will absolutely confirm that they do!

In 5 words, why should people come to Frenchs Forest Market and make it part of their Sunday routine?

You are crazy not to go to this amazing market. The people, the stallholders, the vibe...there is a buzz there on a Sunday and the overall mood of EVERYONE is great: from kids being pushed around by their parents to the parents being pushed around by their kids.  We love it!!

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What more can we say.  We thank Simon for sharing a part of his, his Nonno's and his extended family's sharing of our markets. 

You all are truly special people and we hold you very very dearly in our hearts

We would also like to thank Brad & Bex for allowing us to include their little vid on Vince!