Finalists for the wholesaler of the year award include Fresh Fellas, Perfection Fresh, Preferred Fruit and TV Farms

Sydney Markets has announced the 2021 Fresh Awards finalists featuring greengrocers, florists, growers, wholesalers, fresh content creators and for the first time, providores.

This year there are 41 finalists from New South Wales and the Australian Capital Territory competing across 16 award categories. The winners will be announced at the Fresh Awards gala dinner on 8 September 2021.

Retailers and growers were evaluated through an intensive mystery shopping programme. They are judged on everything from produce quality and freshness, customer service and industry knowledge, as well as their store appearance and innovative approaches.

This year, the fresh blogger category was expanded to include all content creators – influencers, photographers, writers and social media personalities were able to submit entries into the fresh content award category.

For the first time, Sydney Markets also introduced a providore of the year category, recognising the businesses that specialise in procuring fresh produce for their clients.

Brad Latham, chief executive of Sydney Markets, said the Markets is proud to support and celebrate the work of businesses through the Fresh Awards.

“The Fresh Awards shines a light on the achievements of local business owners, talent and the fresh industry as a whole. They have all survived the turmoil of the past two years and should be celebrated,” Latham said.

“We have the broadened the categories to now recognise the importance of providores and the full-range of content creators within our industry. After a year hiatus, the 2021 Fresh Awards is set to be our biggest and best yet.”

John Pearson, chairman of Sydney Markets, acknowledged the efforts of the businesses that had been nominated.

“Small businesses are constantly adapting and implementing new strategies to meet the evolving needs of modern consumers, which was imperative in the year that we have experienced. We are proud to be honouring the hard work and commitment of those working within our industry via the Fresh Awards,” said Pearson.

The full ist of finalists can be found here.