What we do

Farmers, community advocates and shoppers seeking fresh, seasonal produce beyond the main street worked together from 2002 to develop the Victorian Farmers’ Markets Association. The not-for-profit organisation was incorporated in 2004.

The VFMA’s network today includes more than 30 accredited markets operating weekly, fortnightly or monthly in city and rural communities across Victoria.

Farmers, community advocates and shoppers seeking fresh, seasonal produce beyond the main street worked together from 2002 to develop the Victorian Farmers’ Markets Association. The not-for-profit organisation was incorporated in 2004.

The VFMA’s network today includes more than 30 accredited markets operating weekly, fortnightly or monthly in city and rural communities across Victoria.

Our vision

We develop, support and lead an inclusive network of accredited farmers, makers and farmers’ markets contributing to thriving, sustainable communities and our food security.

Our purpose

We accredit farmers, makers and markets so shoppers can be sure the foods and products they buy are made by the stallholders in our markets. In this way, shoppers learn more about where their food comes from and, when they buy, help to strengthen farm and local communities.

Our core challenge

We want to help young people find paths to farming and markets for their produce, and support our farmer, maker and market members with effective training, marketing and communication tools to build capacity and engage in their communities for the greater good.

Answering change

We’re open, responsive, accountable and transparent in all our member, market and community relationships. We’re working hard to equip our farmers, makers and markets with tools and advice to respond to climate change, build inclusion, and improve digital access.

Leadership

President

Tim Walsh has been a dedicated farmers’ market advocate since 2003, currently managing  a number of VFMA Accredited Markets including St Kilda’s Veg Out, Brighton, and Elwood in Melbourne. He also directs PB Capital Australia and has nearly four decades of experience in treasury and banking with both Australian and international banks.

Tim and his wife Sabine farm near Lyonville in the Macedon Ranges, raising cattle, sheep, and growing vegetables. In the community, Tim serves as treasurer of Veg Out Community Gardens in St Kilda and has previously held roles as treasurer and president of the Albert Park College school council.

Vice President

Mark Jankelson has worked extensively in people management with large corporations for more than 40 years. He’s passionate about mentoring and coaching emerging leaders and helping not-for-profit organisations achieve scale in the social sector, in which he chairs the Melbourne office of international philanthropic organisation Social Venture Partners.

Mark brings extensive experience to the VFMA, as an adviser to boards and senior company executives. Mark and Hilary Jankelson producing award-winning and artisan-made walnut products for their Husk & Harvest brand on their Boonderoo  farm based in the Heathcote region of Central Victoria.

Treasurer

Deanne Free, with her husband Kelvin and son Nathan operate organic-certified Alkira Organics at Lake Boga, between Swan Hill and Kerang, not far from the Murray River in northern Victoria. The Frees make all their own organic compost — about 1500 to 2000 tonnes — on site each winter and nurture their farm’s rich organic soils to take advantage of a long, warm-temperate local climate.

They aim to grow great tasting, good for you fruits and vegetables using biological farming practices. In vegetables the Frees grow zucchini, corn, beans, kale, broccoli, cauliflower, Japanese and butternut pumpkins and field tomatoes.  In fruit it’s melons, stone fruit and apples.

Committee Member

Charith Senanayake has over 20 years of experience in conservation, environmental rescue, farming, and ecosystem resilience projects across Australia, Sri Lanka, and Timor Leste. He co-founded Island Home, a VFMA-accredited zero-waste meal producer using organic, sustainable-practice farmers' produce.

Charith champions farmers who preserve and reintroduce rare or endangered foods, aiming to enhance their market recognition through collaboration with industry, business, and government. His work supports VFMA's sustainability, member capacity development, and food security efforts.

Committee Member

Allen Snaith and his wife Lizette, passionate about farming and food, shifted from traditional cattle marketing to direct sales from their Clonbinane farm. Their Warialda Belted Galloways Beef brand emerged from strong local demand and continues to supply customers at markets and high-end restaurants in Melbourne and surrounds.

Since 2005, they have been VFMA-accredited producers, participating in Slow Food’s Terra Madre in Italy and developing a smallgoods range. Their nose-to-tail and paddock-to-plate principles align with their goals for grass-fed, rare breed Belted Galloways. Allen believes VFMA farmers’ markets make customers more discerning and help producers stay updated with shopper preferences

Committee Member

Michael Collins together with his partner Sam operates Plenty Valley Produce, a small-scale, organic market garden in Upper Plenty, soon moving to a new site in Flowerdale. A VFMA Accredited Producer, Michael is committed to growing fresh seasonal produce for local farmer's markets and restaurants across Melbourne.

Michael and Sam are two young farmers with a passion for growing delicious seasonal produce. They  use bio-intensive and regenerative farming practices and are passionate about providing healthy, high-quality vegetables to our community.

Committee Member

Anna Pojdynec together with her husband Ben, turned their passion for smallgoods into a small business, La Villa Salumi, seven years ago. Specialising in hand made, artisanal products they use local ingredients and age-old techniques to produce multi award winning smallgoods.

Anna also consults in strategy and pricing for liquor, grocery, and retail sectors, working with clients in Australia and overseas. She brings commercial acumen and innovative thinking to the VFMA committee. Passionate about eating and shopping local, Anna looks forward to supporting markets, stallholders, and customers

Executive Officer

Sarah Parker, moved from Brisbane to the Goulburn Valley over 20 years ago, to start dairy farming with her husband, Raymond. Sarah holds a Bachelor of Leisure Management and a Masters in Agriculture and Rural Development. She is a several graduate of leadership and management programs, including Australian Institute of Company Directors Course and the NFF Diversity in Ag Leadership Program.

With extensive experience in executive roles across agriculture,  community development, and education, Sarah has participated in international delegations including the UN Council on the Status of Women and an NFF Farmer Delegation to France.  She is the 2022 Australian Rural Community Leader of the Year and a Victorian Rural Women’s Award Finalist.

Sarah's governance experience includes multiple non-executive director roles, supporting strong strategic oversight and equitable decision-making. These roles include President of Australian Women in Agriculture, Vice President of the National Rural Women’s Coalition and Chair, Goulburn Broken Catchment Management Authority, Director, Food and Primary Skills Victoria.

Executive roles in agriculture, extension and community development across agency, public and NGO roles include Executive Officer, Murray Dairy, Milk Supply Manager, Project & Development Coordinator, University of Melbourne and Children’s Services Manager.

LinkedIn: Sarah Parker GAICD | LinkedIn