FROM PARIS TO POKOLBIN | A French Idea Finds Its Perfect Home in the Hunter
- Liane Morris
- 2 days ago
- 4 min read
The Hunter Valley has long been known for cellar doors, restaurants, and gourmet offerings, but a regular fresh-produce market hasn’t traditionally been part of the Pokolbin experience. That’s what makes the Pokolbin Markets operated by Organic Food Markets (OFM) feel like such a natural fit. It’s a relaxed Sunday gathering where fresh food, local businesses and community come together in the heart of the Valley.
The weekly market brings together fresh produce growers, artisan makers, gourmet food stalls and local businesses in an open-air setting designed to feel welcoming, relaxed and community-driven. For visitors, it adds another layer to their visit to the Hunter and a chance to explore the region’s produce, makers and local character alongside its celebrated wine and dining scene. For locals, it’s quickly becoming part of the Sunday routine.
The story behind Organic Food Markets began decades ago on the other side of the world. According to founder Stephen Choularton, the idea first took shape in London in the early 1990s, when his wife, Elizabeth Taylor, discovered the growing Marche Biologique movement in Paris.
“Organic Food Markets was the brainchild of Elizabeth Taylor back in the early 90s when we were living in London,” Stephen explains.
“She read an article while on holiday describing the Marche Biologique that was springing up around Paris and committed herself to opening up an organic food market based on that street market model when she returned to London.”
That first market opened in London’s disused Spitalfields wholesale fruit and vegetable market and quickly found an audience. After moving to Australia, the concept evolved further, beginning in Frenchs Forest in 1995 before expanding to multiple markets across Sydney over the next two decades. OFM are the team behind Sydney institutions like Organic Grove Market, Marrickville Market, and Kings Cross Market. The move into Pokolbin, however, came from recognising a gap in the local landscape.
“We were very surprised to see that Pokolbin and the Hunter Valley did not already have a weekly market providing fresh fruit and veg and other food products,” says Amanda Choularton.
“Through our markets elsewhere, we have seen the way that this particular type of market can drive the local economy and bring the local community together.”
Rather than simply creating another tourist attraction, the goal was to establish something that genuinely serves the people who live here as well.
“The opportunity to purchase fresh food at a market is a great way to support local businesses, access high-quality produce and build relationships with other people in your community,” Amanda says.
“It makes the weekly shop into a social event.”
That sense of connection carries through every stall and every interaction. While visitors wander through discovering seasonal produce and artisan products, locals catch up over coffee, browse the weekly offerings and pause to enjoy live music beneath the trees.
“Community is critical,” Stephen says. “Many of the residents up and down Hermitage Road walk to the market. Markets give everyone a chance to chat with new and old acquaintances.”
“Through our broader experience with food markets, we have seen friendships forged, couples meet and go on to marry, children grow up with a sense of real community around them,” agrees Amanda.
“Those human connections are just not possible at the supermarket.”
That sense of belonging is something the markets deliberately nurture. Every week features free live music, shaded seating areas and an easy-going atmosphere designed to encourage people to linger rather than rush through their shopping list.
For first-time visitors, Stephen describes the experience as simple and welcoming.
“Easy parking, a pleasant open market site, a delightful coffee, the weekly shop for fruit and veg, meat and more, a chat with the neighbours and strangers,” he says.
“Music, somewhere to sit in the shade, or sun depending on the weather, a last chance to buy a bottle of wine to take home.”
The stalls themselves reflect both the Hunter Valley’s food culture and the broader philosophy behind Organic Food Markets.
Visitors can browse everything from seasonal fruit and vegetables to artisan bread, olives, honey, cheese, premium grass-fed beef and gourmet pantry items, alongside a selection of fashion, jewellery and homewares.
Importantly, the market also taps into the growing consumer interest in sustainability, ethical production and understanding where food comes from.
“There is a growing section of the community that strongly prefers to shop in markets rather than large retail outlets,” Stephen explains. “It offers the chance to talk to the grower and relate to the suppliers in a way that has been lost elsewhere.”
Amanda believes shoppers are increasingly aware of the importance of supporting small producers and local businesses.
“People know that their money is going to support a small business operator and make a real, tangible difference to their lives and family,” she says. “This is highly valued in today’s economic and social climate.”
That direct relationship between producer and consumer also creates greater transparency in food production, particularly around terms like “organic” and “biodynamic,” which can sometimes cause confusion. Amanda says education and honesty are essential.
“Customers should ask the stallholder to see their certification or a receipt showing the product is certified organic if the stallholder is promoting it as organic,” she explains. Beyond individual purchases, the markets also contribute to the evolving identity of the Hunter Valley itself. While the region remains internationally recognised for wine, its food culture continues to expand and diversify.
“Pokolbin offers more than just wine and is worth coming back for,” Stephen says.
That broader experience is exactly what the markets hope to reinforce, by creating another way for visitors and locals alike to engage with the region through its growers, producers and small businesses.
Whether you arrive for farm-fresh produce, artisan bread, gourmet pantry staples or simply a relaxed Sunday morning in wine country, the Organic Food Markets at Pokolbin have added something new to the Hunter Valley calendar - an experience that sits naturally alongside the region’s celebrated cellar doors, restaurants and local flavours.
The Pokolbin Markets are located at 691 Hermitage Road, Pokolbin, every Sunday from 8am to 1pm. For more information, visit www.organicfoodmarkets.com.au or follow @pokolbin_market on Instagram.
