AN online farmers' market will be trialled in the Ballarat region.
Retired supply chain expert Chris Macquet and permaculture farmer son Justin have developed a website that will allow farmers to promote their produce online, while allowing consumers to access a database of producers to buy direct from the source.
Significantly, it is free for both.
findgoodfood.org.au will be officially launched to the Ballarat community at Springfest on November 2, but is already available for use now.
Chris Macquet said he was inviting more farmers to join and register their produce with the website.
He said if the concept took off around Ballarat it could be applied nationwide.
"It costs nothing for the farmer nor the consumer at this stage," Mr Macquet said.
"We're trying to co-ordinate it so there are enough farmers registered to make it attractive to consumers and restaurants, while at the same time attracting enough consumers to make it attractive for farmers.
"I think everybody wants to find really good food but they aren't always sure where to find it. When we talk about good we're talking about food that is nutritious, tasty and free of chemicals. Local and seasonal are important for good food, in terms of freshness and ripeness. The important part is we will be measuring the quality of produce using a nutrimeter that measures against the Brix chart."
The website is a database-driven technology that will allow searches by a variety of attributes, including: organics, bio dynamics, chemical-free, humane, and others.
The site will list farms where produce can be bought in addition to farmers markets and retail outlets where the produce is available.
Mr Macquet said he was treating findgoodfood.org.au as a project but admitted his longer-term interest would be commercial.
He said if that were to occur the commercial aspect would be in logistics and delivery.
"We think that this will very soon lead to a food hub which will be a online website where people can buy the food they want," Mr Macquet.
"When that happens we will have to look at covering the costs of transport. It will become an online-buying business."