The new president of the Ballina Chamber of Commerce is no stranger to local shoppers  – or to business resilience.

Joeline Paskins, owner of Hartley’s Fresh Market at Ballina Fair, has been elected to lead the Chamber as excitement builds its major event of the year,  the Ballina Business Excellence Awards.

With her signature determination and community focus, Joeline says she’s ready to take on the challenge.

“I still have a lot to learn when it comes to all things Chamber,” she said.

 “But the best way to learn is to throw yourself in the deep end, get involved, and work closely with people like Jane Laverty (Business NSW Regional Director) and past presidents.  I’m really looking forward to what’s ahead.”

Business Built on Grit and Recovery

Joeline’s story is one of determination, courage, and heart.

It started with a shocking accident when she slipped and fell while hiking at the base of Minyon Falls in 2017.

It left Joeline with a serious brain injury, requiring months in recovery and months off work.

Having previously loved working in a fruit and vegetable store in Alstonville, she spent her down time plotting an eventual return to the retail business she loved  – but this time on her own terms.

In 2019, she opened her own store at Ballina Fair.

Originally called Everfresh Fruit & Veg, she was forced to rebrand after a trademark dispute with national wholesaler Metcash.

With a court date looming, she settled on renaming the store to  “Hartley’s” – her family’s surname.

“It was a stressful time, but also a reminder of what you can overcome. Now, we’re thriving and looking ahead to a major renovation of the store.”

David vs Goliath – and Winning

Hartley’s sits almost directly across from one of the nation’s largest supermarket players.

In the early days, Joeline says she faced heavy price-cutting and pressure tactics – including, at one point, from a former Woolworths executive.

“Yes, we had some intense early competition, but we focused on quality, service, and community. And that’s how we survived and ultimately thrived.”

Joeline also quietly donates around 10 percent of her profits to community causes. It’s not something she promotes publicly, but those who benefit know the impact.

“You’ve always got to have community at your heart,” she said.

“That’s the key to success in a town like Ballina.”

Chamber Plans and Business Awards

Joeline joined the Ballina Chamber about 18 months ago and says she’s now excited to connect with even more local businesses. 

One of her first duties as president will be presiding over the Chamber’s annual Business Excellence Awards.

“We’ve had a huge number of entries this year – about 20 more than last year. It’s shaping up to be one of our biggest awards nights ever.”

Joeline herself was a category winner last year and went on to the regional awards. She said while it was nerve-wracking being judged by her local peers, the experience was worthwhile.

“The exposure was fantastic. It really helped people in the community understand who we are and what we do.”

Tickets for the awards night are now on sale via the Chamber website, with more promotion to come via social media this week.

As president, Joeline says her focus will be on collaboration, supporting small business, and continuing the Chamber’s momentum.

“There are plenty of challenges out there  – cost of living, electricity, wages – but we’re stronger together. I want to help build something that lasts.”