Following the successful launch of its first Harvest Market franchised store last year in Wollongong, Metcash has expanded the retail concept opening its first Sydney outlet in Rouse Hill.

The new Rouse Hill Harvest Market store, which is the fifth Harvest Market outlet now open in Australia, will specialise in offering market fresh produce.  The new store is a conversion of the existing Country Growers owned by the Bassar family, who will continue to manage and own the outlet.

Metcash CEO Silvestro Morabito said the opening of the store marks the opening of another strong competitor for the national supermarket chains.

“We are providing fruit shop owners a fixed price service for the sourcing and delivery of product to the outlets, similar to Metcash’s successful strategy in providing grocery to IGA and other independent retailers,” he said.

The Harvest Market network of independently owned, franchised outlets is in the process of being rolled out across Australia.

According to Metcash, continued discussions with a number of existing fruit and vegetable shop owners are underway for more Harvest Market conversions as more independent green grocers seek a competitive edge by joining a franchised network.

The Harvest Market brand is backed up by merchandising and marketing campaigns and provides owners the opportunity to expand their product offering with well-priced, high quality fresh produce and delicatessen sections, all delivered by Metcash’s logistics team.