So spare a thought for South Canterbury couple Jeffrey and Andrea Bruce who are up early every weekend to head to the Otago Farmers Market laden with produce grown on their Willowbridge farm.
Their nomination said the couple’s horticultural skills and commitment to the Otago community was outstanding and deserved acknowledgement.
"Because they get up so early each week, city dwellers like us can enjoy delicious, nutritious, super-fresh vegetables. Andrea and Jeffrey have introduced a selection of vegetables in a reusable fabric bag, this is such a good community initiative for people living alone or to provide a gift to family members."
Jeffrey and Andrea’s main crop is outdoor-grown hydroponic strawberries, a growing operation which came about by chance when one of their potato brokers, who was growing hydroponic strawberries in Nelson, suggested they get into it.
They got such a good response that they kept increasing plant numbers. They now have 48,000 plants and there are plans to take that up to about 120,000 over the next two years.
The strawberries are grown on outdoor racks made from recycled posts sourced directly from vineyards.
While the soil in the area was excellent, and it seemed a shame to grow the berries above it, it was the most efficient way of picking, Jeffrey said.
The Bruces also grow vegetables, including carrots, potatoes, onions, brassicas and other greens.
When they started their growing venture, it seemed as if there was more opportunity and positivity than grain farming, he said.
Jeffrey and Andrea attend the Otago Farmers Market, their daughter Rebecca does the Geraldine summer market, and grandson Blair does the Waimate market. They are hoping to establish an on-farm stall on their property this year.
The couple had been selling potatoes and carrots to supermarkets for a long time and during their first year at the Otago Farmers Market they only sold vegetables.
It was a good venue for selling smaller lines that supermarkets could not take while the interaction with the customers was something the couple particularly enjoyed.
While it might mean getting up at 3.30am or 3.45am, Jeffrey described it as their day off the farm. They were never in a rush to leave the market — often they were last to leave.
They loved the sense of community at the market and how customers would turn up to buy half a-dozen onions and a bag of spuds even if there was sideways hail. During summer, when they were setting up at 6.30am, there were already customers turning up.
