On 29 November 2025, the traditionally festive atmosphere of the Sydney Markets Foundation Cherry Ball turned into a historic moment for the Australian fresh produce sector.
An impressive 5 kg box of cherries, sourced from the Warby Ranges in north-east Victoria, was auctioned for the remarkable sum of A$260,000 (around €155,000), with all proceeds donated to Little Wings, the event’s charity partner.
For the first time in the 44-year history of the auction, two businesses earned the title of “cherry royalty” together.
Parisi and Trims Fresh Merrylands were crowned Cherry King and Cherry Queen, thanks to two matching bids of A$80,000 each (about €47,600). Trims Fresh Merrylands also received additional support through a secondary donation.
Further contributions completed the picture of generosity: A$20,000 (about €11,900) from Sydney Markets Credit Services and A$80,000 (about €47,600) from a consortium of companies operating within Sydney Markets.
The box featured in the auction came, for the second consecutive year, from Smiths Fruit of Wangaratta and contained the Royal Hazel Premium Cherry variety, selected by a judging panel from nine different entries.
“The Cherry Ball is one of the most anticipated events in our summer calendar,” said Meegan George, CEO of the Sydney Markets Foundation. “It brings together growers, retailers and community supporters in a moment of celebration of Australian agricultural excellence, turning a box of cherries into a tangible act of solidarity.”
For the second consecutive year, all proceeds from the auction were allocated to Little Wings, the organisation providing safe and free air and ground transport for seriously ill children across several regions of Australia, including New South Wales, ACT and Queensland, with further support in Victoria, Tasmania, the Northern Territory and South Australia.
“This year’s auction exceeded all expectations,” added Meegan George. “Every bid represents hope, and the result demonstrates how strong our community’s bond is and its willingness to make a difference.”
Among the most touching testimonies of the evening was that of the Doyle family from Forbes, present with their son Leo, 8, who suffers from cone-rod dystrophy. Thanks to Little Wings, Leo can regularly reach his specialists, making the management of his condition less difficult for the whole family.
In the last financial year, Little Wings supported 5,110 children and organised 109 regional clinics, providing prevention services, early diagnosis and health literacy support.
The funds raised in 2024 have already enabled the organisation to increase its weekly missions, significantly expanding coverage in rural regions.
Thanks to the success of 2025, this impact can grow even further.
“Every single dollar we receive allows us to expand our services and reach even more families,” said Clare Pearson, CEO of Little Wings. “We are deeply grateful to Sydney Markets Foundation and to everyone who made this extraordinary result possible.”
Finally, Sydney Markets CEO Anthony Boyd highlighted the symbolic and practical value of the initiative: “The cherry auction is one of our most cherished traditions. It welcomes the cherry season and reminds us of what makes our community special. A special thanks goes to Parisi and Trims Fresh Merrylands: together, we have turned a box of cherries into a life-changing opportunity.”
Text and image source: fruitnet.com
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