Paddock-to-Plate Model Faces Reality Check in Regional Queensland
Mareeba, QLD — Retailer Angela Nason is seeing a surge in demand for local produce. Her store in Mareeba has added two new day crew members and now opens on Saturdays to keep up.
"Farmers are contacting us daily, asking for help selling closer to home."
Rising freight costs are pushing growers to seek local markets. However, the paddock-to-plate model has clear limits based on geography and scale.
In Cairns, Jonsson's Farmers Market has reported increased foot traffic and adjusted its pricing strategy. Operations manager Joe Cincota acknowledges the limitations, noting that while local demand is strong, supply gaps must still be filled through central markets.
Further south in Rosedale, regenerative farmers Luke Tresize and De'Arne Chapman are taking a different approach. They are expanding their farm and have purchased an on-farm butcher room to streamline operations and capture more value locally.
Industry experts urge caution. Horticultural consultant Ebony Faichney explains that local supply chains work well for small farms, but larger growers simply cannot be absorbed by local markets alone.
"Local supply chains work for small farms, but larger growers cannot be absorbed by local markets."
Queensland Fruit and Vegetable Growers CEO Scott Kompo-Harms adds that the paddock-to-plate model may not be viable in urban areas. He emphasizes the need for greater consumer education about how food supply chains actually work.