Poowong turns to neighbourhood food hub as grocery costs bite

FAMILIES in Poowong are finding relief from soaring supermarket prices by turning to a unique community-led grocery model. Social enterprise Box Divvy has officially expanded to the town with a brand-new food hub to help local residents access affordable fresh fruit and vegetables.

According to local Hubster Sarah Williams, who has run the Poowong hub for the past three months, grocery costs continue to put immense pressure on household budgets. According to Ms Williams families are increasingly looking for ways to access affordable fresh food without compromising on quality or their desire to support local growers.

"We bring fresh fruit and vegetables to local communities at about 30% better prices than the supermarkets on average," Ms Williams said. "It’s a community co-op that brings vegetables directly to customers. It’s a different way of getting your veges, and an alternative to going to a bigger town for a big shop, which saves on the cost of fuel."

The model functions by cutting out the middleman, creating a direct link between regional farms and local kitchens. Box Divvy claims this direct farm-to-co-op pipeline ensures the food on offer is significantly fresher than standard supermarket stock.

"The vegetables can last for a few weeks instead of a few days," Ms Williams explained. "And the fruit and vegetables taste and smell like they used to when I was a kid."

“Everyone eats more vegetables because they taste better, it’s improved the food security in my household and it’s the same thing for all my hub members.”

“Mums with young kids are buying sugar snap peas and strawberries when they are in season instead of buying bags of junk.

“They put sugar snap peas in the lunch boxes instead of chips. For most people, the top reason for joining Box Divvy is the farmer gets 60 cents in the dollar," Ms Williams said. "They're getting a decent payday for their efforts."

Beyond the financial savings, the hub offers major ethical and environmental benefits.

The Poowong hub operates on a weekly cycle. Customers order online on Monday for a midday Wednesday delivery, with orders ready for pick-up in the afternoon. The hub has also expanded its range to include basic pantry items, bakery goods, and eggs.

In its first year in Victoria Box Divvy claims to have transformed local food shopping by sourcing fresh produce from around 85 mostly Victorian growers. By cutting out the middleman the co-op model claims to have ensured local farmers receive 60% of retail price while keeping seasonal produce 35% to 38% cheaper than major supermarkets.

With no contracts and fully customised individual boxes Box Divvy claims its food hub model has evolved beyond a simple food collection service and could possibly reshape family shopping habits in small country towns.

The Poowong hub now serves as a vibrant meeting point for local families to swap recipes and connect with neighbours. Box Divvy co-founder Jayne Travers-Drapes noted that Victorian consumers are exceptionally conscious of food origins and sustainability.

“What Box Divvy has done is give more people a practical and affordable way to shop according to those values as part of their everyday lives,” she explained. “Supporting local growers and maintaining a budget do not have to be mutually exclusive.”

Logistics supplier Vito Brancaleone of Biviano Direct explained he sources produce from the Melbourne Wholesale market to supply to Hubsters all over Gippsland.

For members, the impact has been profound. Hub helper Colin Monk emphasised the benefits extend far beyond the kitchen table, fostering vital community bonds. "People live longer if they connect," Mr Monk said.

“I’m just happy to help Sarah with something she’s passionate about.”