For Australia's emergent number of inner city residents, the Australian dream has been replaced by a life of longer working hours, smaller homes and convenience store shopping.
When not throwing down a plate of sushi, bowl of laksa, or mezze plate, most are eating their dinners on the couch. But unlike other urban centres where TV dinners and pre-packaged foods are in abundance, Australians are seeking out culinary adventures in their own kitchens and increasingly in their own gardens.
"They want to be able to say they cooked something from scratch, using fresh ingredients, not something out of a packet. And no matter where they are, people also want little gardens," says Blooming Good Idea's Karen Roe.
"Having even a small garden is like playing in an adult sandpit - it's like going to see a cartoon and you don't need a kid!"
Roe began her business Blooming Good Idea when a city living friend complained of not being able to purchase fresh herbs for her favourite dishes. Hers was a problem shared by many young professionals and empty nesters that had traded in the Australian dream complete with suburban backyard for the convenience of city living. But like in other areas, these gardenless metropolitans want their cake and to eat it too.
"People move to the city and then they discover that they miss some of the elements of the suburbs," says Roe.
"In the past we all had a back garden - and it was like punishment, just another thing that took up our time on the weekends. But it's not like that now - the people I meet don't have the joy of putting their fingers in the dirt and they miss it. But on a deeper level it's about discovering something that we've all lost," says Roe.
To date Roe has sold or supplied over 100 varieties of herbs ranging from the traditional to the exotic. Other popular items are potted vegetables and potted salad bowls complete with numerous lettuce varieties.
For more information contact:
Blooming Good Idea
Ph: 0412 172 557