The month begins with the ominous announcement of further "supermarket wars" to de-value local food. The screeching headlines have created a marketing dream as we all debate the benefits claimed to be enjoyed, but what are the real and long term implications? And what happens once the media get sick of the story?  I'm way too cynical to believe that the headlines and celebrity endorsements are good for the community beyond shareholders and company profits.

Don Linke, manager of Flemington Farmers' Market sums up the feeling of suspicion.

"A pinch and a punch for the first of the month...that's what Coles think anyway, 'let's beat up the farmers', they've said to themselves. 'We've laid waste to the dairy farmers already, we're half job done with the free range egg people, let's go after the fruit and vege grower'.

And the sorry news is they can and they have; they wrote the book on it.

The only things standing in their way are farmers markets and people who realise price doesn't equal value. Value is about flavour, it's about freshness, it's about shelf life, it's about variety and that funny old thing called ethics. We are a small voice in the cacophony, but they will hear us!"

Give us the details on what farmers are being paid, a long term commitment to the prices, a bonus program for low income earners purchasing fresh food, plain English labelling, investment in local food processing if the raw product is so cheap...and then we might begin to believe the spiel. And while we wait till pigs can fly, let's galvanize and find alternatives.

I’m with Don. We are very determined.

It’s coming up to festival time and farmers' markets across Victoria are hosting picnics on their market day in February and March including our regional partner market at Coal Creek in Korumburra on Saturday 10 March.

Join us in beautiful South Gippsland and enjoy the variety of our local produce; from our coast, through lush pasture and into the rolling hills. Our $30 picnic ($15 for kids up to 15 years) includes samplers from each of our regions, an ocean starter from Port Franklin, seasoned porchetta roll from our free range pork farmers in the Strzelecki Hills and a salad of seasonal best. Your final course will be a local cheese and sweet surprise! Local wines, beers and homemade lemon cordial will be available for purchase along with lots of other produce additions for your picnic and to take home.

Holy Goat cheesemaker Carla Meurs has been inducted into the Guilde Internationale des Fromagers. It’s a huge honour and wonderful recognition of Carla (and Anne-Marie’s) contribution to Australian cheesemaking.

I had some great feedback after last month suggesting we provide more information from behind the scenes of what we do, so this month I was going to give you a run down about Melbourne Community Farmers’ Markets and how, where and why I fit into the picture.

Unfortunately my headspace has been sabotaged by the wrangling in the supermarket aisles but, in a nutshell, I’m Miranda Sharp, a one woman chaotic show lucky enough to be working with the fabulous community groups behind the markets, Victorian farmers’ and YOU every week.

This is a pic of me when Collingwood Children's Farm Farmers' Market was awarded Most Outstanding Farmers' Market in 2010 at the delicious Produce Awards. By the way the 2012 Awards are now open for you to nominate your favourite farmers' market and / or producer.

And so concludes this month’s newsletter with barely a mention of the season’s fresh produce but suffice to say it’s here with a vengeance; direct from the producers with value, freshness, taste, integrity and a story to tell. No strings attached.