Words by Richard Cornish Images Supplied
Just over ten years ago Australia Post developed a brand new online marketplace for farmers across the nation to distribute their food and products around Australia.
This groundbreaking eCommerce site was a central marketplace and took online orders from customers and sent the order plus cash, minus commission, to the farmer. The farmer then fulfilled the order and used Australia post to deliver the product. The programme was trialled in April 2012 and rolled out nationally after that. At the end of September, Farmhouse Direct will come to an end, forcing some food and beverage producers to find other methods of taking orders.
Australia Post believes that with the development of eCommerce apps and software, there is no longer a place for the Government-owned delivery service in food distribution. A statement from Australia Post read, “due to declining demand and a changing eCommerce landscape Australia Post has made the difficult decision to close Farmhouse Direct, effective Friday, September 30.”
It cites COVID as being an accelerator of the eCommerce field, stating, “During the pandemic, Australia saw around five years of eCommerce growth in the space of a year, prompting many small businesses to build their eCommerce capacity to accommodate the more than 5.6 million households now shopping online each month.”
Australia Post faced severe criticism in 2021 when it informed producers of foods such as butter, cheese, truffles, small goods and native bush ingredients that it would no longer deliver their perishable products offering just three months’ notice. It was a blow to many small producers who had already suffered sales setbacks due to COVID. Blowback from the food community saw the tax-payer-owned service backflip on its decision.
The decision to axe the groundbreaking service came as no surprise to many. Upkeep on the website has been lacking in recent times, with newsletters dating back to 2020 on the home page and hotlinks on recipes no longer working.
Food producers will still be able to use Australia Post to deliver their products but not the ordering system. Customers wishing to use Farmhouse Direct need to get their last order in by September 1.
After ten years, the site will go dark on September 30.
THE DETAILS
WHAT: Farmhouse Direct
WHEN: Closing September 30
MORE INFO: Farmhouse Direct
