When thinking about the future of Sydney Markets, we need to develop a clear ambition and strategy that is owned and supported by everyone within the markets community.
To do this, we have commenced a process to build collaboration and connection, which we are calling Sydney Markets 2.0. This page brings together what we've heard, what we've been identifying, and what happens next.
Project updates
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Check out the latest project updates
Start by watching the video introduction below to Sydney Markets 2.0, then catch the latest update on what's been happening across the market as at May 2026.
Sydney Markets 2.0: Shaping the future of the market
CEO update, May 2026
A quick recap
Listening to the Market
In November 2025, we spoke with over 220 people across Flemington and Haymarket from all levels of the organisation about the future of Sydney Markets. We did this through 1-on-1 conversations, focus groups, workshops, and voicemail messages.
The energy and openness in those conversations was genuinely encouraging, and it’s shaped everything we’ve done since. Thank you to everyone who took part. We heard everything from big, systemic issues to individual frustrations, and we're grateful to everyone who shared their time, stories, and honest perspectives.
220+
People engaged
120+
Market chats
5
Focus groups
35+
Phone messages
Coming out of that process were 6 big picture themes, 4 operational opportunities and 1 clear message: Sydney Markets is a special place, but there are things we need to improve. Operational improvements and quick wins that put us on a genuine path of change.
The themes that came up most consistently in our conversations
What We Heard
Sydney Markets is at a crossroads. You told us the big picture is that it's critically important infrastructure that feeds NSW and wider Australia that is also facing significant challenges around staying relevant, being accessible, and bringing in the next generation.
The opportunity however is to create a roadmap for a vibrant marketplace of the future that serves everyone: growers, operators, retailers, food service, AND the public, while building the next generation of market participants.
Ultimately, your feedback could be defined by six themes that came up most consistently.
01
Sydney Markets is a place with deep family ties
For long-term operators, Sydney Markets represents far more than business: it's family history, cultural identity, and life's work. This emotional investment creates both deep loyalty and profound anxiety about the future. And as we think about the future of not just this business but this industry, attracting the next generation is crucial.
“Once you're here for two or three weeks, that's it, you're in here for life. You catch the bug.”
Common threads
Multiple, multi-generational family businesses.
Strong emotional attachment to place.
Unease about being “the generation that lost the markets.”
Traditional pathways into the industry, including working in family businesses and local school recruitment, have largely disappeared.
02
The business of the market is changing and we need to change with it
Understanding and catering to the needs of growers and suppliers through to providores, independent retailers, chains, florists and end consumers needs to be a priority.
“Without Sydney Markets, the price would be determined by the duopoly of Coles & Woolies.”
Common threads
Chain stores are using the markets less, but other users like providores are growing and are underserviced.
There is a lack of good data about our business.
While there is awareness of broader economic forces, there is a need for clarity around Sydney Markets Limited’s role in response.
03
Sydney Markets is essential to NSW's & Australia's fresh produce supply
Almost everyone recognised Sydney Markets as essential to NSW's, and indeed Australia's fresh produce supply chain, but the true value of our market needs to be better understood by the public.
“Sydney Markets basically feeds Sydney. Without Sydney Markets, a lot of the horticulture would not be distributed properly.”
Common threads
Wholesalers, growers and providores consistently described Sydney Markets as “the backbone” of fresh produce distribution.
Multiple stakeholders said: “without this market, where would growers sell? Where would independents buy?”
Consumer confusion around Sydney Markets, Paddy’s Haymarket and Paddy’s Flemington has exacerbated invisibility.
04
Consumers are losing connection to seasonal eating & provenance
This loss of connection represents both a challenge and a potential opportunity for Sydney Markets to become champions of fresh food culture. Crucially, there is a sense that consumers know something isn't quite right, but can't pinpoint what or how things should change.
“We want to taste, smell, feel, experience ‘fresh’, not just buy it.”
Common threads
Loss of knowledge about seasonality, variety and quality.
Convenience culture is prioritised over quality and experience.
An educated consumer who values fresh produce can underpin our entire business.
05
Historically, we have been seen as being on opposite sides
The traders and Sydney Markets Limited need to work together as one. We need to earn back trust and create the market of the future.
“We try to do the right thing, but the neighbour over there is not following the rules, and he's getting a leg up because of it. There has to be rules. Enforced rules.”
Common threads
Ageing infrastructure, traffic management, chaos and unenforced rules are everyone’s problem.
Frustration over decisions made without proper consultation and input.
Fairness. Change and hardship can be tolerated if everyone’s playing by the same rules. If not, trust breaks down.
06
We have some important housekeeping to do
There are some very clear operational issues that need our attention: parking, site access, operating hours and waste management are all areas where we can improve.
“There are so many small changes that would make a big difference.”
Common threads
Finding quick wins that demonstrate positive change.
Data is needed to make good decisions.
Sydney Markets is a special place.
But there are things we need to improve. Operational improvements and quick wins that put us on a genuine path of change. That was the one clear message from our conversations, and it has shaped everything we've done since.
Short term changes and quick wins
Operational Opportunities
Consistent feedback was provided across 4 operational themes. They highlight areas that could inform short term changes and quick wins:
01
Public access
Post-COVID security restrictions and other arbitrary rules that prevent public/casual buyer access are failing to serve a clear strategic purpose and are having downstream effects on the Flower Market, Growers Market and Paddy's.
You said: Open designated times and areas to the public, or decisively close what's not working.
02
Traffic & parking
The management of vehicle movement in, around, and out of the site was a pain point. Paid parking has had perceived impacts on foot traffic and customer behaviour.
You said: Reverse it, validate parking with purchases, or charge on exit.
03
Hours of operation
Market hours were the most contested operational issue, with no consensus but clear recognition that the current model is unsustainable for attracting the next generation.
You said: Look at other models and markets to find a sustainable solution that will serve current and future operators.
04
Waste
Waste management has become a flashpoint, creating a huge cost line while degrading the market environment.
You said: Overhaul our approach to waste. Operators will benefit, but so too will the market's image.
Initiatives underway and completed across the market
What We've Been Doing
You'll have seen a number of initiatives underway and completed across the market, outlined in the interactive image below. These initiatives have been progressed through consultation with the markets community via workshops and 1:1 conversations aimed at digging into and finding solutions for the things that matter most day-to-day.
These are real changes, happening now, because you told us they mattered. It's a long list of initiatives that we'll continue to communicate in the weeks to come.
Hover or tap a project box to bring the detail into focus.
Project detail
Select a project box
Hover or tap one of the coloured project boxes below to view the detail in a larger, easier-to-read format.
Operational initiatives currently underway and completed across the market, including the safety monitoring trial at the Flower Market, Project Clearway parking arrangements, the traffic management review of the HVA, upgraded lighting behind Building S, the South Road pedestrian crossing, and the development of a market-wide waste and pallet strategy.
Unless there is change, we're not going to be able to attract anyone to this wonderful industry.
Joe Zappia, Zappia Fresh Produce
The waste bins, the cleanliness, the way people talk to each other and interact with each other. It's noticeable. We're on the right path.
Julio Azzarello, Gourmand Providore
I feel like the Market has got a bit more vision toward the future. That's a good sign for people that want to see the longevity of the market.
Jason Hendriks, Goldenfruit Fruit Wholesalers
Where we play
Why Sydney Markets Matters
Alongside the operational work, we've been working hard to better define our role, our relevance and why we matter. In the fresh produce ecosystem, we're absolutely crucial. It's estimated we handle around a third of fresh produce supply in NSW, in addition to the significant volumes from other locations.
Beyond the numbers, we're a vital connection to fresh food, to the farm gate, and the experience of fresh produce. Specifically, we are the place where fresh produce trades in NSW with efficiency and dynamism.
The fresh produce value ecosystem (outbound flows): estimated throughput by channel as a percentage and dollar value.
Sydney Markets is the platform that:
Helps growers get maximum value for what they grow.
Allows stallholders to run viable businesses.
Gives commercial customers access to quality and variety at the right price.
What's important for the future
Six Priorities
If we're going to remain relevant and be successful for the next 50+ years, we need to evolve. Based on the work we have done, we've identified 6 key things we have to get right as we think about the future of the market:
1
Talent
Our succession challenges are real. We need to make Sydney Markets genuinely attractive to the next generation of growers, traders and operators.
2
Site & systems
Our site and infrastructure is ageing. We need a fit-for-purpose, safe site with advanced systems.
3
Technology
With the site at capacity, technology and automation are investments we need to make to lower the cost of doing business here.
4
Commercial optimisation
We need to optimise the Sydney Markets Limited business to stay genuinely competitive. This means fairness and consistency across tenancies, growing the market, and considering other value-added revenue streams in the future.
5
Digital platforms
We need to step properly into the digital age and create improved ways for end users to interact with and transact within the market.
6
Data
We need quality data across our operations. Right now, we don't have it. But going forward it is critical as it underpins everything else we are doing.
Taken together, these 6 things point to one overarching goal: modernising this market. Not tinkering around the edges. Genuinely building a market of the future.
What it looks like, how we fund it, and how we get there, together
What Comes Next
There are conversations happening across the organisation to help us build a picture of the Future Market: what it looks like, how we fund it, and how we get there, together. There will no doubt be some big decisions ahead, but we're more confident than ever that Sydney Markets will be a thriving, modern and vital part of this country's fresh produce supply for the next 50+ years.
One more thing. We've installed a project update wall on Centre Road, just outside A-Shed, which gives you a visual snapshot of the key themes we're working through. Take a look next time you're passing. Stay tuned as we continue to provide updates and opportunities to engage over the coming months.
The Sydney Markets 2.0 project update wall on Centre Road, outside A-Shed.
Questions? Comments? Send us a message
Have a question or comment about Sydney Markets 2.0? Send it through to the marketing team.
