FreshData was developed by Fresh Markets Australia (FMA) with funding from a government grant dedicated to enhancing market transparency in the perishable agricultural sector. Recognising the need for reliable, verifiable market price data for the central markets supply chain, FMA has created FreshData as a platform to support informed decision-making and build trust across the industry.

FreshData consolidates data from traders on central markets trading floors. This approach offers a daily, comprehensive view of pricing trends and insights. While data has a brief lag of about 24 hours, this timing is intentional to ensure accuracy and consistency, delivering a dependable snapshot of current market conditions.

This initiative underscores FMA’s commitment to making accurate, accessible market data available, promoting transparency and supporting the sustainable growth of the fresh produce industry.

Fresh Markets Australia (FMA) is the national peak industry body representing fruit and vegetable traders within Australia’s central markets. FMA works closely with its member organisations—Brismark, Freshmark, Fresh State, the SA Chamber, and Market West. These state industry bodies (Chambers) are vital partners in supporting best practices, quality standards, and market transparency across the fresh produce sector.

As the organisation behind trusted tools like FreshTest® (produce testing) and FreshSpecs® (produce specifications), FMA brings years of experience in setting quality standards and supporting best practices within the fresh produce industry. FMA’s established reputation as a reliable source of service to the industry is a respected voice among industry participants and government stakeholders alike, uniquely positioning it to lead initiatives like FreshData that drive price transparency across the fresh produce sector.

FreshData plays a crucial role in the central markets supply chain by enhancing transparency, fostering trust, and supporting informed decision-making. By providing a consolidated view of daily pricing trends, FreshData empowers traders, growers, and buyers with access to accurate, verifiable market data.

The platform’s commitment to reliable data strengthens the credibility of central markets as sources of market intelligence. This transparency not only benefits stakeholders within the industry but also aligns with regulatory goals and promoting fair competition.

With FreshData, industry participants gain a clearer understanding of market conditions. Ultimately, FreshData’s role in providing dependable market insights makes it a key driver for efficiency and competitiveness across the entire supply chain.

• Effortless crop search – an easy-to-use search function allows you to find specific crop categories & customise a watchlist for instant access.
• Market Price Insights – instant access to current market prices for a wide range of crops and analyse trends overtime.
• Notifications – set up notifications for instant updates on fluctuations based on your preferences (Mobile only).
• Price and quantity movement indicators and view by Supply Region (if known) and Pack Size.
• Data visualisation – Intuitive graphs for easy Market Price visualisation

FreshData covers Australia’s major central markets, providing market price data from trading floors across Brisbane, Sydney, Melbourne, Adelaide, Perth.

As a FreshData subscriber, accessing the platform is straightforward and requires minimal setup. You’ll need an internet-enabled device, such as a smartphone, tablet, or computer, with a stable internet connection to access the FreshData app or website. The platform is fully optimised for mobile, so you can conveniently access data on the go.

For secure access, all subscribers are required to set up a password and enable multi-factor authentication (MFA) during registration. You’ll also provide basic information, including your name, email, and payment details if opting for a paid subscription (no credit card information is required for free subscriptions).

No specialised software or additional integrations are necessary—just log in on your preferred device to view daily market insights and pricing trends securely, wherever you are.

To access the market information, you will need to be a subscriber. FMA may from time to time use the market insights for the benefit of industry.

An authorised end user in the context of FreshData is typically an individual or entity granted permission to access aggregated and deidentified data on the FreshData platform via a subscription. These end users may include:

• Industry stakeholders such as traders, growers, and buyers who use the data for market analysis, pricing strategies, or decision-making.
• Researchers and industry analysts seeking insights into fresh produce trends for reporting and studies.
• Government bodies or regulatory agencies interested in market transparency and trends within the fresh produce supply chain.

Authorised end users are granted access based on specific permissions set by FreshData, ensuring they interact only with deidentified, aggregated data in compliance with FreshData’s Data Governance Policy. These users are required to follow FreshData’s Terms of Use, and they access the platform through secure, role-based login credentials.

FreshData has a robust Data Governance Policy and Framework in place to protect commercial information and ensure data security.

Contributors retain control over their raw data until it’s deidentified and aggregated, at which point it is used solely for generating insights and industry-level analysis. This approach maintains confidentiality while allowing FreshData to provide valuable market intelligence.

For subscribers, FreshData securely manages personal information, such as names, emails, and subscription details, using industry-standard encryption and storage protocols. Sensitive details, like credit card information, are processed through trusted third-party providers (e.g., Stripe, Apple, Google) and are not stored by FreshData itself.

FreshData also enforces strict security measures, including multi-factor authentication (MFA), role-based access, and TLS/SSL encryption for data transmission. Comprehensive logging and regular compliance audits further ensure data security, with FreshData’s infrastructure meeting ISO27001 standards for information security management.

Through these protections, FreshData upholds transparency and security, safeguarding commercial and personal information while providing a reliable platform for market insights.

The data set transmitted to FreshData is deidentified and aggregated to ensure confidentiality and remains deidentified throughout storage and analysis. Secure data transmission between contributors’ Point-of-Sale (POS) systems and the FreshData platform is enforced through API Key Authentication and TLS/SSL encryption, safeguarding data during transfer.

All data collected and processed by FreshData is securely stored on AWS servers located domestically within Australia. While FreshData’s support team may include overseas workers, access to data is managed through secure, role-based permissions, and complies with strict data access protocols to ensure confidentiality and security. No data is transmitted or stored offshore.

FreshData uses advanced security measures, such as API Key Authentication and TLS/SSL encryption, to protect data during transmission and storage. In the unlikely event of a data breach FreshData has a clear incident management procedure to respond, contain, and mitigate the impact. Affected contributors will be notified as required by law, and additional measures will be taken to prevent future incidents.

FreshData ensures that all contributed data is deidentified upon receipt so that no specific trader or business can be identified in the aggregated insights. After deidentification, FreshData retains full rights to use, distribute, and report on the aggregated data without restrictions from data contributors. While Traders maintain control over their raw data until deidentification, they cannot restrict the use of aggregated data insights for industry-level reporting or analysis.

While Traders retain ownership of their raw data until it is deidentified, FreshData retains the right to use, aggregate, and analyse deidentified data to create insights for the Data Insights Hub. Traders are not able to place restrictions on how these insights are used or distributed.

Contributing data to FreshData is an opt-in option. Traders may choose to stop contributing at any time by opting out, but any data that has already been deidentified and aggregated will remain in the system for analysis and reporting purposes.

Access to FreshData is carefully controlled to protect confidentiality and comply with legal standards. Primarily, authorised end users—including industry stakeholders, researchers, and government bodies—access only aggregated, deidentified data for market analysis and decision-making purposes.

FreshData implements role-based permissions to ensure that only designated individuals within Fresh Markets Australia and authorised support staff can access operational data for management and maintenance purposes.

In specific cases, regulatory or legal authorities may gain access to data as required by law. In such instances, FreshData complies with all legal obligations, ensuring any data shared adheres to privacy and security protocols, and contributors are informed as appropriate.

You can opt out of contributing data at any time. However, if you choose to opt out, you will no longer receive the free FreshData subscriptions. No new data will be pushed to the platform, but any previously deidentified data will remain in the system and continue to be used for analysis and reporting. This ensures historical data and trends are preserved.

As a contributor, you receive a free FreshData subscriptions (Data Insights Hub excluded) and you will be part of the FreshData recognition program This means you have access to the same valuable insights as other industry participants, helping you stay competitive and informed.

FreshData complies with all relevant Australian data privacy laws and regulations including Privacy Act 1988 (Privacy Act). Contributing data is a voluntary process, and all data used in reporting is deidentified to minimise any legal risks.

You retain ownership of your raw data until it is deidentified, ensuring your legal rights are protected. As a contributor, you also gain a voice in industry-wide discussions that shape policies and regulations.

FreshData uses transparent data management practices as outlined in the Data Governance Policy and Framework. Contributors have visibility into how their data is being pushed, deidentified, and used in reporting.

You will have access to insights generated from the data, and your participation in the FreshData Recognition Program that allows you to showcase your transparency and leadership in the industry.

Contributing data does not incur additional costs, and in fact you will receive free FreshData subscriptions, which includes access to aggregated market insights. Should you wish to access bespoke, detailed analysis through the Data Insights Hub, this will incur fees and is not included in the free subscriptions.

The onboarding process may take some time, as it involves mapping your product catalogue and integrating with your existing systems. However, this process can be supported by the FreshData Integration Partner and the FreshData team.

Yes, wholesalers can choose which crops they contribute data for—there is no requirement to share all produce lines.

• Proprietary branded products are not included in the FreshData crop list but can be added upon request by the relevant wholesaler.
• If a wholesaler is the only seller of a particular product, there is a risk of being identified, even after de-identification.

All contributed data is aggregated to protect privacy, but wholesalers should consider this when selecting which produce lines to contribute.

Wholesaler (trader)

• By participating in FreshData you will support price transparency for growers, traders and the industry as a whole.
• FreshData will mitigate against the need for external (government) regulation of the fresh produce industry.
• Participation in FreshData will allow access to the service, allowing users to make informed decisions.
• Transparency and open organisational communication are good practice.
• FreshData will help to showcase the industry as modern and professional.
• FreshData will underpin good market analytics and in turn this will inform policymaking.

By pushing your data to FreshData, you gain free FreshData subscriptions, which provides valuable insights on market trends, pricing, and supply patterns, (Data Insights Hub excluded). You will also be part of the FreshData Recognition Program.

This helps you see how your business is performing compared to others and positions you to make better business decisions