Ask most shoppers whether they want to eat fresh, local, seasonal produce and the answer would undoubtedly be yes. Ask them again if they want to feel connected to the farmers who produce the food they eat and feed their families and again the answer is a definitive yes. All desirable but for many of us, it's not quite a reality.
The convenience of supermarkets has created a dependence that proves to be a tough habit to break. The lure of the supermarket aisle, free parking, everything under one roof and low prices are what we have come to expect. To some, it's a wonder of the developed world but for a growing number of consumers, there's a missing link within the family food chain. One that harks back a couple of generations.
When I first arrived in Perth, the thing that struck me, other than the inability of drivers to merge, was that friends and family had their butcher. Debates over whether the sausages were better at Dubrovnik, Mondo or Torre were common. An article in itself and something I'll stay tight-lipped on for now.
It may seem like an odd observation but this discussion is rare back in the UK. Many friends rarely, if ever, step over the threshold of the local butchers. It was a sign that I was in the right place.
There was less of a debate over vegies, so often the supporting player to the meat main. They weren't a part of the conversation. Now, it's a changing story as more and more of us rediscover the simple pleasure of an alternative grocery shop. One more akin to what we did before convenience. With it the weekly trolley rage is being replaced with a destination shop.
Sally Lewis deserves some considerable credit for making the weekly farmers' market a reality in Perth.
Introducing the likes of Subi Farmers Market she sees how the weekly shop is changing for many of us and why.
"Five or six years ago, supermarkets for most were really the only option. Now there's plenty of choice around the city," she says.
"What we see is that it's not just a rush-in, race-through experience; and more, it's a pleasure rather than a chore.
"When we started, we used the strapline 'Bringing the country to the city' and that's what people get. Produce is picked and transported very close to market day, which means it's not been cold stored. It lasts longer, tastes better and really is value for money."
The benefits in Ms Lewis' mind don't stop there, with a view to the farmers we don't often consider.
"They are the hardest-working guys. Up at all hours to get the produce to the city, week in week out," she says.
"It's great for customers to feel connected to the growers but there's a benefit for the farmers to be in touch with their consumers. Many are quite isolated and doing it tough. The market offers a great opportunity to see the benefits of why they're doing what they're doing."
While farmers' markets are a great way to connect with growers, for those without one nearby or no time to savour an experience, the whole thing may just seem like one big "So what?"
Greg Winning, of The Local Grocer, believes his company picks up the slack with its home-delivery service. With growers in the family, the business seems like more of a vocation for Mr Winning.
"We've forgotten to cherish our food," he says. "Sunday was the day you'd have your roast chicken. Now it's become easy. It's cheap, it's fast food. We (The Local Grocer) give all our food more of a value.
"Done properly, with more of an emphasis on quality, and things are a little more expensive to produce but we pay farmers a fair price. We are not concerned with cheaper, we're concerned with quality."
It's an attitude that customers obviously agree with. Other than home deliveries, The Local Grocer now counts more than 10 hubs, where it pools deliveries and brings a bit of the community spirit that you'd expect at a market.
Sally Lewis and Greg Winning are by no means alone, with a whole movement of consumers, growers and retailers proving that we can create a greater degree of consumer choice.
It won't spell the end for the supermarket aisle, and nor should it. But greater competition and choice on locally grown produce has to be a good thing.