Taste. Farmers. Health.
Three simple reasons we do this: fruit that tastes the way it should, a fair go for the people who grow it, and food that still holds its goodness when you eat it.
Farm fresh tastes better.
There is a simple joy in a bite of fruit picked at the peak of ripeness. Farmers Hub lets you experience the pleasure of beautiful fruit by sourcing directly from farms.
Farmers Hub produce reaches stores in hours rather than spending days in packing sheds, wholesale markets, refrigerated trucks, distribution centres and retail stores. By shortening the supply chain, our farmers can pick closer to peak ripeness, when natural flavour is at its best. The result is fruit that is fresher, tastier and sweeter — just as it should be.
The time spent in long supply chains is why shoppers eat floury apples, inedible berries and fruit already showing decay.
We tell our customers where the fruit is grown and the farmer who grows it, so that farmers get the credit and pride from supplying beautiful fruit and their hard work.
In CHOICE's 2025 supermarket survey, only 50% of strawberry punnets were decay-free on day one. By day five, just 25% were.
Source: CHOICE, "Latest grocery basket survey: home-brand basket pricing plus fresh fruit assessment", September 2025.
A fair go for farmers.
The fresh fruit market is controlled by supermarkets and a small number of large national suppliers. This creates significant challenges for family growers, who face rising costs, limited market access and pricing pressures that often reduce returns below sustainable levels.
Farmers Hub is building a new route to market that rewards freshness and taste rather than scale. By connecting fruit growers directly with nearby retail stores, we help farmers capture more value, consumers enjoy produce at its peak, and communities support local farms.
We also help growers by purchasing high-quality imperfect produce often rejected by supermarkets, reducing waste and increasing farm returns. Instead of unpredictable market pricing, Farmers Hub provides fair, transparent pricing that covers production costs and enables farmers to make a sustainable profit from every sale.
Farmers Hub helps communities thrive by making it easy to buy locally grown produce, and by creating work for drivers and Harvest Heroes who connect consumers with local farmers.
Fresh food, healthy choice.
Fresh fruit is an easy and delicious way to add fibre, vitamins, minerals and protective plant compounds to your day. Shorter farm-to-plate journeys also support freshness and quality, while making healthy food more appealing and convenient.
Nutritional quality begins changing after harvest. Food scientist Diane Barrett notes that produce typically spends up to five days in transit, one to three days on display and up to seven days in the fridge before it is eaten. Her review found losses vary by fruit, nutrient and storage conditions, with some reported losses reaching 77%.
Modern commercial fruit prioritises firmness, uniform appearance, yield and shelf life so it can survive long transport and storage. These priorities can come at the expense of sweetness, flavour and nutritional quality, while older varieties prized for eating quality disappear.
A shorter supply chain means less reliance on post-harvest treatments and extended storage, so you can enjoy fresher, more nutritious fruit closer to the way nature intended.
Transit, display and fridge time before a typical piece of supermarket fruit is eaten. Our fruit takes hours to reach the shelf.