Fremantle Markets back yard piss-up and sexy apples

“At Fremantle Markets, we will create ‘WA's Gourmet Heaven’. A food retailing, entertainment and educational centre that will rival...”

That quote by the Murdoch’s came from the business plan they submitted to council and pretty much sums up the crap that influenced the decision to give them the renewal of the lease.

Not only did their grossly overstated or deluded proposition get them the lucrative lease but it also plays a great part in the present chaos, the predictable destruction of the markets and tragic circumstances of the stallholders.

Originally, it was mayor Tagliaferri’s vision, although he at least, justified his redevelopment plans by asserting that a gourmet, upmarket food area could bring greater custom into the Fremantle area during the week. He compared the markets to Eastern States markets and also had previous experience in a similar business. A stupid or ill-conceived idea all the same.

For reasons I will never understand, both he and the Murdoch’s, talked about wine tasting, cooking demonstrations, cheese, olives and specialty meats like doorways to Utopia. They imagined tens of thousands of tourists and locals flooding Fremantle and bringing it into a state of excitement. Apparently, some councilors took that as fact.

The stallholders, (they are the ones on the floor every week; year in and year out; talking with customers, creating and maintaining goodwill; investing their time, money and talents and most importantly, having the knowledge, experience and expertise which has made the markets the success story of Fremantle for the past thirty years,) repeatedly pointed out that it would not only fail but it was in great part the reasoning behind the massive rent increases, it would separate the markets into two separate operations, it was not commercially competitive or demographically viable.

The first serious question is, “Why is a business plan not significant?” Is it nothing more than an idea or a possibility at the time; a marketing ploy? I would have thought it was an agreement – a promise or reference point.

If the business plan determines the vote then why is it superfluous?

Unless this is addressed, then I can only assume that anyone is welcome to show up at council and tell them what they want to hear, and then be granted whatever they want. With no obligation to fulfill any of it!

In a nutshell, Tagliaferri gave the Murdoch’s the criteria required to get it over the line, they ‘talked his talk’ and then it was all filed away under ‘meaningless paperwork, stamped and complete.’

Well, we are now a year down the track and we are no longer talking hypothetically; the reality is there - amongst the carnage. No longer much point in harping on about the stallholder’s atrocious treatment, but certainly and urgently, we must talk about the present state of decline and the impending trashing of the market itself.

We had Tagliaferri’s description of a superglam gourmet emporium, the Murdoch’s food from heaven and my observation of Carnival Fare.

Two weeks ago, they opened their Wednesday growers market. The launch seemed to be promoted by nothing more than baskets of apples with, “I’m a sexy apple…” as the marketing slogan. (vomit)

Long term, stable, savvy operators have been downsized, forced out, evicted and repositioned for what? A back alley, tacky, desperate looking collection of food vendors selling paper-bag-walk-around snacks and a few common grocery items.

The suarve-o wine tasting is a little corner booze table catering to John Murdoch and a few stragglers and the cooking school appeared to be something happening from a wok!

The crowds showed up in their tens!

The new food vendors tried to look cheerful but, Sesames Street’s Count, would tell you that it’s unlikely that many would have made enough to cover their subsidized rent. How insulting to the stall-holders having to pay increased rents to cover the low rents of the new casuals.

The first week could only be described as ordinary at best, but the decrease in return vendors the following week was obvious and next week will be predictably less I am sure.

Where were Fremantle councilors? I would strongly suggest that bickering time is over, and unless someone steps in right now and does something to gain some control, then you can all walk away in shame. This is no longer a stall-holder problem. This is a glimpse of the next 17 years. This is the Fremantle Markets falling down on your shift.

Do you think it might be worth getting your arses down there next Wednesday and having a look at your legacy?