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It seems ludicrous that Woolworths are planning to set up in shop in Mullumbimby. There is a decided difference between what is fresh and what Woolworths sell. Reality versus a marketer’s tagline.

Before Mullumbimby, I’ve never cut a pumpkin that sweated so much moisture. Eaten English spinach that tasted so rich, full of iron. Bought a roast chicken from a supermarket that was moist and tasted… like a chicken! Relished a silverbeet standing proudly to attention. Sautéed with garlic and butter, it was nutty, full of flavour and delicious.

Mullumbimby. Local, fresh food at its finest.

The town of 3000 hosts two butchers, two greengrocers (one organic, the other proudly local), one wholefood store (also selling fruit and vegetables) and two independent supermarkets. There’s a farmers’ market once weekly and a community market once a month. My friend brought home a dozen or so avocados, picked at the property where his work is located. Driving through the mountains there are a plethora of honesty stalls. Driving through the fields, a plethora of cows. The neighboring town is Bangalow, with farms famous for their pork. I bought strawberries from a farmer who set up shop on the footpath of the main street.

In Mullumbimby, food is fresh, flavoursome and in abundance. The connection between people and their food source is merely a paddock away. And they know what to do with it too. The flavours popped; the ingredients sang. I’ve died and gone to Mullum; thank you D-Lush and Milk and Honey.

The idyllic town attracts people with counter cultural ideals. And people who have rejected city life in search for humanity. They inhabit the looming mountain in properties with names like Namaste. Some live in yurts! I saw more dreadlocks than in 1988. A rainbow was painted on the highway railing in memory of the passing of a community member. The Mullumbimby markets seemed less about consuming and more about catching up with friends and neighbours. There’s a day course at the community college called Introduction to psychic development & healing…

Need I say more?

The small town self-sufficient with superior food and which views the world with a different perspective strongly resist Woolworths’ battle for regional dominion.

When I say it’s ludicrous that Woolworths want to set up shop, I mean building a dominant box-like structure on the edge of town. Selling produce from miles away. Things in packages that contain a cacophony of ingredients that we really shouldn’t ingest. And which they call food.

Woolworths, you argue for choice. I think they choose for you not to be there. Convenience? What about chemical-free, freshness and flavour? Competition? What about community and co-operation?

Woolworths, what you have is a clash of values and culture. You symbolise everything they have worked hard to escape from. You threaten the real value and relationships people have created on the main streets of town. Your arrogance only serves to damage the fragile facade of your brand. Branding is not just what you say… it’s what you do.

Frank Sartor? Straw. Camel. Back. I’m voting you out at the next election.

Woolworths? You will sit in contrast to the community as an anomaly; you damage your brand equity every single day you trade.

Photo from Byron Bay Directory

Farmers discuss the importance of marketing your farm, including: marketing venues, getting the word out, customer relations and how to set yourself apart from the rest.