The state government deems food markets an essential service and allows their operation, but a number of councils have determined they pose too great a risk when it comes to the spread of the virus, while some organisers have made that call themselves.

For some of the region's small food producers, this has given rise to concerns.

Markets are the main outlet the Pollards use to sell their fruit.

Mrs Pollard said they had to pick their fruit regardless and were storing it in the hopes of selling it throughout the year, but they could still face losses.

"At the end of the year we might have to get rid of it, because we're not moving it quick enough," she said.

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Huntly Organics' Jordan Collin had intended markets to be a significant part of his fledgling business, which only began trading earlier this year.

The impact of COVID-19 has made him nervous.

Less than two weeks ago, the sudden cancellation of the bimonthly Bendigo Community Farmers' Market meant he had to give away or throw out $500 of product.

Mr Collin said markets were valuable for smaller producers especially because they could earn the full value of their products, which they might not be able to achieve selling to wholesalers or larger companies.

"It's an important outlet for small producers, because we can actually have a viable business," Mr Collin said.

He said it was disappointing that some labelled the markets a "novelty", when they were food producers.

Mr Collin has now brought forward his plans for an online selling system and is looking at adapting his offerings, having been prepared to do small-scale wholesale to restaurants before the pandemic hit.

"What we're trying to do is grow a wider variety of crops now... and not worrying about the things we were going to do more of for wholesale," he said, explaining this would hopefully encourage customers to do their weekly shop with the business.

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Chris Hain, manager of the Bendigo and Castlemaine farmers' markets and president of the Victorian Farmers' Market Association, said many small producers were reliant on farmers' markets.

"Taking that away from them severely limits the viability of their businesses," he said, and put the jobs of those employed by these producers at stake.

The fewer small-scale operators in the area, Mr Hain said, the more people had to rely on the industrial food complex and lost the connection to where their food came from, something many people would not be comfortable with.

But Mr Hain said there was still strong demand for the products available from farmers' markets - customers had just had to change the way they shopped.

While the City of Greater Bendigo has not allowed the Bendigo Community Farmers' Market to take place on public land, there are smaller 'pop-up' markets taking place at the Good Loaf in Hargreaves Street, where customers are encouraged to pre-order to limit time at the site and physical distancing is monitored.

Mr Hain said one vendor, Sandor's Harvest, had "basically sold out", two days before Thursday's mini-market.

"That's great news for him - he knows exactly what to pick and how much to pick," Mr Hain said.

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He said the market organisers were clear in their messaging to customers that the markets were not social events, but essential services.

"Our positioning statement has changed quite drastically," he said.

Some of the measures put in place to protect vendors and customers at his markets include wide spacing between stalls, signage and markings to ensure only one person per four square metres, availability of hand sanitiser, eliminating the use of cash where possible, and ensuring customers do not handle produce.

Mrs Pollard said she had also introduced measures both on the orchard and at markets to mitigate the risk of coronavirus, such as tap-and-go payments and ensuring employees did not swap tractors when working.

While Pollards Orchards are facing some challenges, their fruit is still in demand, with customers calling often to find out how they can still get their fruit from the long-standing business.

"We will just keep plugging along," Mrs Pollard said.

The City of Greater Bendigo has not allowed markets to go ahead on public land, but the Bendigo Community Farmers' Market will hold two smaller pre-Easter markets at the Good Loaf this week: 3pm to 5.30pm this Thursday, and 9am to 1pm this Saturday.

Customers are encouraged to pre-order to limit time on site, and can do so via the market's Facebook page.

The Bendigo Showgrounds Market is closed until further notice.

Mount Alexander Shire Council has allowed food markets to continue in line with Department of Health and Human Services guidance; organisers of the Castlemaine Farmers' Market have moved site to limit the risk of illness.

Food stalls have continued operating at the Wesley Hill Market.

But the organisers of this weekend's Maldon Market have decided not to proceed.

The Malmsbury Village Farmers' Market is scheduled to go ahead on April 19.

Daylesford's weekly Sunday market has continued with a small number of food producers only, but the monthly farmers' market is cancelled until further notice.

The popular Talbot Farmers' Market was called off last month by organisers; it has not been confirmed whether the April market will go ahead in some form.

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