Docklands Waterfront Farmers’ Market launch draws big crowd despite rough weather

The new Docklands Waterfront Farmers’ Market has made a strong first impression, drawing more than 3500 people to Harbour Esplanade for its launch despite difficult weather conditions on May 17.

Led by the Docklands Chamber of Commerce in partnership with the City of Melbourne, Development Victoria and the Victorian Farmers’ Market Association, the event marked the new home of the market and the start of what is now planned to become a monthly fixture on the waterfront.

According to the Docklands Chamber of Commerce, the day brought a “long awaited and exciting atmosphere” to Harbour Esplanade, with strong attendance from local residents, businesses, stakeholders and visitors from further afield.

That turnout was especially encouraging given the less-than-ideal conditions, and will be seen as a major vote of confidence in efforts to activate Docklands with more regular, family-friendly events.

The market featured more than 40 vendors offering fresh seafood, Victorian produce, artisan goods and ready-to-eat food, helping create the kind of bustling street life many in the precinct have long hoped to see more often.

Live music and sea shanties added to the atmosphere, while a range of free activities helped make the event feel like more than just a produce market.

One of the standout features was the Victorian Fisheries Authority’s kids’ fishing clinic and education stand, which attracted more than 100 attendees. City of Melbourne also offered free pet registrations, while a string of giveaways from participating partners added to the festive mood.

Lord Mayor Nick Reece attended the opening day to welcome the market, underlining its importance as part of the city’s broader efforts to improve activity and visitation across Docklands.

There were also some clever touches that strengthened the waterfront setting, including the Calypso Lady bar boat docked at the ferry terminal, Port Phillip Ferries’ involvement in the day, and a passenger ferry service from Yarra’s Edge to Harbour Esplanade delivered by Mirvac, which carried more than 100 people across the water.

Other activations included market-branded cooler bags sponsored by Development Victoria, free tote bags from ANZ, a Quest Docklands accommodation giveaway and Boost Juice smoothie vouchers.

The Chamber said the launch had laid a strong foundation for what comes next, with the market now set to continue as a monthly event aimed at bringing fresh produce to Docklands while driving visitation, supporting local business and building stronger community connections along the waterfront.

The next Docklands Waterfront Farmers’ Market will be held on Sunday, June 21 from 10am to 3pm, with organisers saying they are already looking at ways to build on the success of the first event and encourage even more local participation.

Note: there will be no market in July due to the annual Run Melbourne event. •