Fresh off the plane after moving back to New Zealand from Amsterdam, alongside my good friend Melissa Bayer, I co-founded and launched the City Farmers’ Market - one of Auckland’s first central markets and an early catalyst for the revitalisation of the Britomart precinct in the city’s downtown .

Having recently returned to New Zealand after nearly a decade in Europe (mainly Paris and Amsterdam), I saw an opportunity to create a relaxed inner-city market where local and regional farmers and makers could share their produce. In many cultures, market shopping is more than a transaction - it’s a social ritual, a way to connect with food, community and place. It felt natural that Aucklanders should have the same experience.

We attended the Farmers’ Market NZ Conference, researched and pitched the concept to Britomart. They backed us with a prime location - a car park at the time - and that’s when the real work began.

Building the market from the ground up, we developed the brand identity, recruited farmers (convincing many to make the drive into the city), and brought in musicians (like the amazing Reb Fountain) to create a lively atmosphere. Seasonal events kept the market fresh and engaging, while campaigns, crafted with local designers Special Group, spread the word through wild postings, radio, email and good old-fashioned word of mouth.

After four years of growth, we sold the market to Britomart Group, whose support from the outset was invaluable. Today, the City Farmers’ Market continues to thrive as a beloved fixture in Auckland’s urban landscape.