Farmers Markets: Fresh, affordable, and far more fun

Escaping supermarket’s fluorescent-lit aisles, bright ‘special’ stickers, and piles of unripe produce, I armed myself with a tote bag and tight budget. I was hopeful that Wellington’s harbourside market would make my weekly shop a little more interesting, and a lot cheaper. It had been a while since I left my flat before midday on a Sunday.  

Situated on the waterfront by Te Papa Museum, the harbourside market has been running since 1920 with up to 25,000 people attending every Sunday. It’s Wellington’s oldest market, and provides a hub of fresh produce, food trucks, and entertainment.  

Many of the farmers and sellers are from the Horowhenua and Levin district, which one worker described as “the vege capital of the world”. Every Sunday, they wake up at 3am to arrive in Wellington by dawn.  

Drawing near, the faint melody of a guitar dances through the air, mingling with the smell of rich coffee and fresh produce. Groups of students sporting docs and landyards stroll past clutching matchas. Retirees and their wheeled bags admire the plethora of fruit and veg. Morning gym-goers browse goods in their active wear.  

Wellington has ventured out this morning, gathering supplies for the week ahead.  

But will the prices of the produce match this relaxed atmosphere? 

A 2023 study by Farmer’s Market New Zealand and Eat NZ found that Kiwis could save up to 18% on their weekly grocery shop by shopping at a farmers’ market. After comparing produce prices from the farmers’ market to prices at Chaffers New World across the road, the price difference is substantial.   

Steve from Shevington Farm has a stall selling free-range eggs direct from the coup. By selling at the market rather than a supermarket, Steve says they cut out the middleman. They sell direct and deliver to customers from their farm in Ōtaki.  

Steve says, “We bring around 14,000 eggs every week, and we sell out before lunchtime.” 

Earlier this year, the Commerce Commission’s annual report found that supermarket shoppers were paying some of the highest prices of items like bread, flour and eggs. Using 2023 data, the commission found that New Zealand supermarkets had increased their price-cost margins — meaning the gap between what they paid suppliers versus what customers pay at the checkout had significantly increased.  

A 2023 NewsHub report found that some supermarket goods had gross profit margins as high as 55%, particularly dairy, produce, and organic products. A supplier told NewsHub, “It’s the consumer getting screwed.” 

Student and harbourside market shopper, Hayden, says that you get more out of your money when you spend at the market compared to a supermarket.  

“I’d probably spend more here, but I get more out of my money. Meanwhile I’ll be more frugal and make decisions of going without stuff when shopping at the supermarket.” 

But it’s not just about price. Many mentioned that the variety and freshness of the produce at the market, as well as supporting local businesses.  

Hayden says, “This is buying directly from the people who are growing. It’s a more sustainable way of living.” 

Ren, Hayden’s partner, added: “There’s a real sense of community here. It gets everyone out in the morning, and you can browse around and see different locally made goods.” 

Beyond fresh fruit and veg, there are artisan stalls selling loafs of sourdough, microgreens, smoked cheese, fresh-cut flowers, avocado toast, and fresh coffee and matcha. Some of these stalls might stretch your budget – $10 for a loaf of bread, and upwards of $12 for cheese.  

Across the road at New World, you’ll be paying $5.99 for a loaf of sourdough from the fresh bakery section.  

It’s personally preference what you like better — but at the farmers market you're supporting small businesses, meeting the people who’ve crafted these products, and getting food that’s come directly from the source.  

Supermarkets have the advantage of greater accessibility during the week and a variety of packaged goods. But there’s no beating the fresh produce of a farmers' market. Where else can you get a vibrant purple cauliflower the size of your head, and tomatoes that taste like they were picked off the vine that morning.  

What began as an experiment began as a turning point for my own shopping habits. I left the market with a fresh brew in hand, a tote bag filled with food to last me the next couple weeks, and a new perspective on where my food comes from.  

I left feeling more connected, more relaxed, and maybe even a little bit smug.