It's a well known tag line for one of the big supermarket chains ... "the fresh food people".
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Well, when it comes to the Slow Food Earth Market at The Levee every fortnight, the producers there are going a step further.
From now on, all the stall holders will carry a sign telling how far they've travelled from their suburb to deliver their goods to market.
According to Amorelle Dempster, Slow Food Earth Market Maitland chair, the 'food miles' signs will be a regular occurrence into the future.
"It's World Environment Day on Friday and to tie in with that, we just wanted the people to know how fresh the produce we're selling is," she said.
"I've read research that shows that food miles have doubled over the last 30 years. That's because the large supermarkets try to supply the same fruit and vegetables 365 days a year.
Related content: Market returns after lockdown
"That means they have to travel vast distances to do it, often from another country, other times from interstate. Think of the fuel involved, the effect on the climate.
"But we're growing seasonal vegetables locally. Imagine all the goodness and nutrients it has. Plus less storage and packaging, better quality and you're supporting a local farmer."
We asked her what she thought her nearest producer would be in food miles.
"We have one just over the bridge at Lorn ... what's that, half a kilometre? she said.
"Telarah is two kilometres, I know that. We have others at Bolwarra, Morpeth and Oakhampton, all very close."
Since returning after a COVID-19 lay-off the two markets have done exceptionally well, selling out both times.
"The last market was belting down with rain, but we still sold out and closed up early."
After starting in 2017 with three stall holders, they are now up to 16 and have another coming on board later this month.
"Winter always has terrific produce. It may be cold but it's also when you get lovely vegetables."
The next market is on Thursday from 8.30am to 1.30pm unless sold out earlier.