Public Interest Journalism funded through NZ On Air
The Lady Dora’s wholesale produce market in Auckland is known for its emphasis on helping those who need it most.
It opened in Ōtāhuhu in 2021, but the business has operated at various Auckland flea markets for over three decades.
Currently, it is owned by five siblings, who inherited the business from their parents and grandmother, Lady Dora.
Shar Matafeo, the second youngest sibling and chief financial officer, says the market continues to uphold a tradition established by their grandmother that people always come first.
“One thing I noticed about this old lady [was] when her sisters or friends came over, they always had to leave with something, and she would always believe in giving and helping because the Lord will bless and come back around,” he says.
“It’s a place where we listen. We feed off our community. The keys really lie from the community. It changes all the time. I think the best businesses listen and listen fast.”
A year ago, they launched their store after noticing that some of the retailers selling their produce were significantly marking up the prices.
“I understand that you need to run a business, that you have the right appropriate margins to cover your overheads. To cover all of your expenses,” Shar says.
“What I don’t understand is how even after covering that, you can still pocket a 90% margin at the end of all of that. For me, that doesn’t sit right.”
But keeping their fruit and vegetables affordable has come at a cost for the siblings, who often operate on the smell of an oily rag.
“None of us get paid anything. Whether it be salary, whether it be wages – absolutely not,
“We sustain ourselves off some of the leftover fruits that would otherwise be thrown into the bin. We would also sustain ourselves on products or some of the meats that had gotten to their best before date that are somewhat write-offs.”
The market has been a breath of fresh air for many battling with the current cost of living crisis, but for Shar, the gratitude goes both ways.
“It’s not the easiest turn into the store, so just to get past that double line turn-in, I’ll push your trolley to your car. Who am I that you have chosen us to come and shop? Thank you.”
