A NEW fresh seafood market at Farmer Jacks in Joondalup will see WA produce served straight from the ocean to the supermarket.
Store owner Fred Fairthorne said the new initiative was based on “the best seafood markets you can see around Perth”.
Launching this Saturday 26/10, customers can visit the purpose-built market inside the store where fish monger of 25 years Brendan O’Leary will be available to advise which produce to buy and how to cook it.
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READ NOWHe will even fillet the fish if needed.
The market will specialise in WA produce from areas including Point Samson near Karratha and Broome.
“We have direct lines of supply from fishermen direct into Joondalup,” Mr Fairthorne said.
“We will have fresh seafood each week, selling it off the ice.”
These lines of supply have been established by buyer Brendan Byrne, who has 30 years experience in the industry. His opening weekend offers include wild caught Nickol Bay banana prawns and whole red emperor from Broome.
Mr Fairthorne said to ensure the produce was “super fresh”, the market would be open Thursdays to Sundays.
“That way we know we can have the fish at its freshest,” he said.
“We are pretty excited about this and if we get it right, we might look to establish markets in other stores.”
To coincide with the launch, the store is also hosting a food festival to promote healthy and alternative WA brands.
Mr Fairthorne said there would be 40 suppliers demonstrating and tasting their products including organic, vegan and gluten and sugar-free brands.“We are hoping people will come along and give these products a try,” he said.
“We have doubled the size of our vegan section because a lot of people depend on our store for a good selection of produce.”
“We want to give people a real alternative type of supermarket.”
Mr Fairthorne said the two latest initiatives were part of the challenge to make the supermarket “different and relevant” as well as still being as convenient as other stores.
“We don’t want to be another boring supermarket destination,” he said.
“We want to keep it fresh and innovative, especially for foodies.
“It’s been a labour of love but we appreciate the support we have received.”
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