“Fresh from the orchards this morning, ladies and gentlemen!  You’ll never get fresher!”

“Beautiful avocadoes!  Three for one dollar!  You’ll never buy cheaper!”

Mario glanced sideways at his neighbour, Stavros.  The sudden decrease in his prices hadn’t escaped Mario’s notice.  Stavros’ avocadoes had been one dollar each just half an hour ago. 

Two browsing customers at Mario’s fruit stall took a step towards Stavros as he continued to spruik his wares.

Mario tried again.

“Lovely juicy Pink Lady apples, ladies and gentlemen!  Direct from the Goulburn Valley!  Picked just a few hours ago!”

“Apples and pears, one dollar per dozen!  Best prices in Melbourne, ladies and gentlemen!  What a fantastic deal!  Get them now before they all disappear!”

Two more customers moved from Mario’s stall to Stavros’.

Mario frowned.  This undercutting was getting out of control.  He understood the tight margins in this game.  Stavros would struggle to make a profit at these ridiculously low prices if he wasn’t deliberately stealing other people’s customers. 

This was a cut-throat business.  Here at the famous Queen Victoria Market, stallholders’ profits relied on turnover.  Stealing a competitor’s customers was unforgivable.  Strictly verboten.  Forbidden fruit, you might say.

Something had to give.

~~~

A smile spread slowly across Mario’s face.  He’d just had a great idea. 

He handed his apprentice five dollars and sent him to the newsagent.

Ten minutes later, Mario’s new business plan was ready to launch.

“Step right up, ladies and gentlemen!  Here’s a very special offer for you today!  With every purchase, you’ll go into the draw to win a $100 voucher at Mario’s Finest Fruit!  Beat the cost-of-living crisis and win the fruit lottery!”

Two customers in front of Stavros’ stall turned their heads.  Three passersby stopped to listen.

“This is a unique opportunity, ladies and gentlemen!  Buy your fresh fruit at Mario’s and win a $100 voucher to spend on more beautiful produce!”

Mario’s apprentice took out the raffle tickets he’d just purchased from the newsagent and started writing customer’s phone numbers on the stubs.  With a flourish, he placed the stubs in a large white bucket on the counter and handed the tickets to the customers.

Now it was Stavros’ turn to frown.  How would he counter this new move by his competitor?

Leaving his own apprentice to run his stall for a moment, he stepped outside to make a brief phone call.

~~~

Mario was in an expansive mood.  Turnover had suddenly increased tenfold.  The space in front of Stavros’ stall was empty.  He felt like a genius.

Two men in immaculate suits arrived at Mario’s stall.  He greeted them with a huge smile.

“Good afternoon, gentlemen!  Have you heard of our special fruit lottery?  With every purchase, you’ll get a free entry into the draw to win a $100 voucher for Mario’s Finest Fruits!”

“I see,” said the taller one.

“What would you like?  Apples?  Pears?  Cherries fresh from the orchards?”

“Just to confirm,” said the shorter one.  “When we buy some fruit from you, you’ll give us a ticket in your fruit lottery?  We could win $100 worth of free fruit?”

“That’s right!”

The taller man watched Mario’s apprentice writing phone numbers on the stubs and dropping them in the bucket.

“Sir, I need to tell you something.  My colleague and I are from the Victorian Gambling and Casino Control Commission.”

Mario’s smile became fixed.  “Really?”

“Sir, are you aware that raffles can only be conducted to raise funds for organisations that have been declared as community or charitable organisations?”

Mario’s smile slid off his face.  “But this isn’t a raffle …”

“You just called it a fruit lottery.  Your co-worker is handing raffle tickets to your customers and keeping the stubs.  This is clearly a game of chance, not skill.  This activity is not compliant with our rules and regulations.”

“But … I …”

“Do you know the penalties that apply for contravening these regulations?”

The customers at Mario’s stall watched with fervent interest.  The apprentice had frozen in the act of writing a phone number.  His eyes bulged.

“Sir, I’m afraid you’ll have to come with us.”

Mario’s jaw slackened and his shoulders drooped.  He stepped out from behind the counter and followed the men out of the market.

~~~

Stavros stood smirking at his stall as several customers flooded towards him.

“Step right up, ladies and gentlemen!  Avocadoes are currently on sale at two dollars each!  Get them while they’re fresh!”