Freshchain, a fresh fruit and vegetable Internet scheme set up in May 2002 by the Melbourne Market Authority, is on the verge of collapse.

Discover B2B Marketing That Performs

Combine business intelligence and editorial excellence to reach engaged professionals across 36 leading media platforms.

Find out more


More than A$13m (US$7m) has been invested so far in the online service, which aims to connect growers, wholesalers and retailers.


In August 2002, the government of Victoria refused to let the Melbourne Market Authority raise more funding by issuing another batch of shares.


At the end of September 2002 only 70 traders were making use of the online trading system, reported the Herald Sun.

GlobalData Strategic Intelligence

US Tariffs are shifting - will you react or anticipate?

Don’t let policy changes catch you off guard. Stay proactive with real-time data and expert analysis.

By GlobalData

Just Food Excellence Awards - Nominations Closed

Nominations are now closed for the Just Food Excellence Awards. A big thanks to all the organisations that entered – your response has been outstanding, showcasing exceptional innovation, leadership, and impact.

Excellence in Action
Winning five categories in the 2025 Just Food Excellence Awards, Centric Software is setting the pace for digital transformation in food and FMCG. Explore how its integrated PLM and PXM suite delivers faster launches, smarter compliance and data-driven growth for complex, multi-channel product portfolios.

Discover the Impact