Online fruit and vegetable delivery franchise Aussie Farmers Direct has teamed up with The General Store, a new online retailer that delivers household essentials to people’s doors.  

The partnership sees people across Melbourne, Geelong, Bendigo and Ballarat receive not only everyday household essentials, but fresh fruit and vegetables in the one delivery.

The General Store is designed to offer a modern take on the local corner store, which according to BIS Shrapnel’s recent Route Trade Market report, is on the decline.

The report uncovered that the number of independent convenience stores in Australia has fallen 34 percent, from 4,131 stores in 2010 to 2,725 in 2012.

“The launch of The General Store means more choice for consumers and offers local manufacturers a new channel to market,” said Russell Zimmerman, the executive director of the Australian Retailer’s Association (ARA).

“The more players in the grocery space the more fair the playing field will become.”

The General Store and Aussie Farmers Direct share similar values, which makes for a successful partnership.

Aussie Farmers Direct works with local farmers, meanwhile The General Store aims to provide local manufacturers with a new platform to reach Australian consumers – an Australian made product is available in every one of the online retailer’s categories.

The General Store’s CEO, Brendan Shaw is passionate about assisting local manufacturers. “The General Store is great news for the country, as well as for Australian consumers who will enjoy more competition and choice in the Australian grocery space,” he said.

“It feels like every week there’s another local manufacturer closing down due to the numerous pressures they face, and we want to do something about that.”