2021 Wholesaler of the Year Award


The Wholesaler of the Year Award recognises a Sydney Markets fruit, vegetable or herb wholesaler who demonstrates a high degree of competence across a wide range of criteria including product quality, business presentation, product knowledge, customer service, branding and marketing.

The recipient of this award will operate their business within Sydney Markets GTA and implementing best practice for work health and safety, environmental sustainability, customer service and be held in high regard by their growers and buyers.



Entering and subsequently winning the Wholesaler of the Year Awards makes a business shine and sets it apart from your competition. You may not go looking for awards but winning them can help your business

  • Gain customer confidence and increase customer loyalty
  • Attract new business
  • Raise the creditability of your company
  • Elevate business moral
  • Increase your businesses goodwill
  • Be seen as an industry leader.


    All wholesalers trading in Sydney Markets GTA can be nominated or nominate for this Award. Nominations can be made by any business that buys from Sydney Markets wholesalers or a wholesaling business can self-nominate.



    All wholesaler nominations will be assessed across the following criteria by three separate groups.

    Sydney Markets Limited Growers Buyers
    Business Accountability
    Industry Contribution
    Implements Best Practice
    Stand & Staff Presentation
    WHS – Work Health Safety
    Environmental Policy & Practices
    Uniqueness of Offer
    Food Safety Management
    Marketing & Branding
    Communication Skills
    Quality of Service
    Timeliness of Payments
    Business Referral
    Product Knowledge
    Timely Deliveries
    Quality of Service
    Fairness in Pricing
    Quality Requirements
    Product Knowledge
    Marketing Initiatives



    Step 1: Sydney Market Limited (SML) will assess all nominated wholesalers based on the judging criteria’s.The six highest scoring wholesalers will be named as semi-finalists.

    Each semi-finalist will be required to support their nomination by providing SML with contact details for 10 of their intra or interstate growers.

    Step 2: Each of the growers will be contacted, notified that the wholesaler is a semi-finalist in the Fresh Awards Wholesaler of the Year Award and asked to complete an assessment.

    Step 3: All information will be gathered and scores tallied to determine the top four scoring wholesalers. Greengrocers and providores will be contacted and encouraged to participate in the wholesaler evaluation by completing and online assessment.

    Step 4: Buyers scores will be collated together with SML's to determine the ultimate winner. The winner will be announced at the 2021 Fresh Awards event.



    The winner of the Wholesaler of the Year Award will receive -

    • The Title: Fresh Awards – 2021 Wholesaler of the Year
    • An advertising package to market their business (valued at $2,000)
    • A promotional video to market their business (valued at $3,000)
    • $1,000 cash prize thanks to our sponsor Veolia
    • $400 credit to start their day with coffee and breakfast at a café in Sydney Markets.
    • A 2021 Wholesaler of the Year logo
    • Recognition on the Fresh Awards and Sydney Markets websites and social media channels
    • A winner’s trophy

    Total prize value = $6,400



    Nominations open TBC
    Nominations close TBC
    Semi-finalists announced TBC
    Grower assessments closed TBC
    Tickets for the Fresh Award on sale TBC
    Buyer assessments open TBC
    Buyer assessments close TBC
    Finalists announced on website TBC
    2021 Fresh Awards Event TBC