JULIE BUSCH

Public Markets as a Stepping Stone: Securing Business

Opportunities for Underserved Populations

Chairman, Board of Directors Dandenong Market Pty Ltd

DANDENONG MARKET A case study in a market’s role in providing opportunities in a difficult environment Julie Busch Chair – Dandenong Market Pty Ltd

Introduction

• Dandenong Market is owned by the City of Greater Dandenong; • The city represents one of the most diverse communities in Australia

and has a number of key challenges; • In this regard the Dandenong Market plays a critical role in providing

business entry opportunities for traders, an essential shopping venue for customers and a cornerstone of the Dandenong regional community

So where is Dandenong?

Understanding why Dandenong may be considered an‘under-served’ community

•Multi-cultural community

•Low levels of English proficiency

•Unemployment

•Average Wages

Dandenong is the second most culturally diverse Council in Australia – 60% born overseas

47

50

54

55

57

60

61

0 10 20 30 40 50 60 70

Monash

Brimbank

Melbourne

Fairfield, NSW

Strathfield, NSW

Greater Dandenong

Auburn, NSW

Percentage of residents born overseas

Many residents with limited English fluency

1,701

1,735

1,760

1,792

1,841

2,207

2,645

2,853

3,054

3,447

3,480

3,813

3,888

4,722

6,154

14,857

0 2,000 4,000 6,000 8,000 10,000 12,000 14,000 16,000

Spanish

Albanian

Turkish

Hindi

Dari

Tamil

Serbian

Italian

Arabic

Mandarin

Sinhalese

Greek

Punjabi

Cantonese

Khmer

Vietnamese

Low average weekly earnings compared to Melbourne metro area

$343

$395

$481

$592

200

250

300

350

400

450

500

550

600

2006 2011

Med

ian

Wee

kly

Gro

ss In

com

e ($

)

CGD Metro. Melb

Significantly higher unemployment rates

But out of diversity comes wonderful opportunities – and a common language in Dandenong is:

FOOD!

Wonderful restaurants, Afghan Bazaar, Little India, World Food Fare….and the Dandenong Market!

A BRIEF OVERVIEW OF THE HISTORY OF THE DANDENONG MARKET AND ITS CURRENT POSITION

• Dandenong Market opened in October 1866 – that’s old for Australia!!; • Featured sale of market goods and was also a livestock market until the

1950’s; • Stayed on its original site until 1930 where it moved a short distance to

its present location; • Market day was Tuesday – and even back the Market played a vital role

in the towns economy and community; • Market now opens on four days (Tuesday, Friday, Saturday and

Sunday) • Market redeveloped in 1970’s, 1990’s and again in 2010 – most recent

redevelopment was $26M funded by Council.

THE DANDENONG MARKET TODAY

• Market remains a vital part of the fabric of Dandenong; • Is valued by local residents and acts as regional attractor of people

to Dandenong; • Provides a unique shopping experience; • Acts as community hub for festivals and events; • It is a showcase of cultural diversity of the Dandenong community

WHERE DO OUR CUSTOMERS COME FROM AT THE MARKET?

WHERE DO OUR TRADERS COME FROM?

• You can shop and experience the world as a local when you visit the Dandenong Market;

• 72% of traders were born overseas; • 25% are owned and operated by females; • All 189 every day traders are small business operators (no chain

stores in our Market); • A wide array of street food from places such as Mauritius, Vietnam,

Lebanon, Holland, Turkey and India

THE MARKET AS A STEPPING STONE FOR NEW TRADERS IN A MULTI-CULTURAL ENVIRONMENT

• The City of Greater Dandenong has over the past 40 years become the starting point of many migrants and refugees;

• As the city has embraced this multi-cultural element – the Market has similarly evolved into an international experience

• As a low cost entry point to business – the Market has become the launching pad for many migrants.

CASE STUDY – RHONDA TANNOUS – WHY NOT BAKERY

THE ROLE THE MARKET PLAYS IN ASSISTING AN ‘UNDER-SERVED’ COMMUNITY

• Market partners with Second Bite who collect unsold food from Traders; • Second Bite provides food to 28 local organisations; • Provides meals for homeless, families in crisis, youth at risk, unemployed,

asylum seekers; • Market food provided 50,000 meals in the past year; • Rotary group soup kitchen; • Health eating promotion via The Kitchen and recipes; • Weekly auction;

OUR WONDERFUL WORLD FOOD FARE