Business · Companies · 1 hr ago
Adrian Portelli opens first LMCT+ supermarket in Melbourne
Adrian Portelli opened his first LMCT+ supermarket in Deer Park, about 17km west of Melbourne’s city centre.
The store drew a large crowd at its Tuesday opening and some groceries were cheaper than at major chains, including Weet-Bix and eggs.
Other goods cost more: pork belly was listed at $24.31 per kilogram, above prices reported at Coles, Woolworths and Aldi.
Shoppers need a $99 annual membership to use the store, which follows the model of Portelli’s LMCT+ petrol station.
Portelli said the new business has less buying power than the major chains, which operate hundreds of supermarkets.
He said prices could improve as the business grows, while also saying he wants to give farmers a chance to earn a good income.
Adrian Portelli opened the first LMCT+ supermarket in Melbourne’s Deer Park.
The store drew a large crowd when it opened on Tuesday.
Some items were cheaper than at major supermarket chains, while others cost more.
The supermarket follows a membership model, with a $99 annual subscription fee.
Portelli said the business has limited buying power but could improve prices as it grows.
- Who
- Adrian Portelli opened the supermarket.
- What
- The first LMCT+ supermarket opened, offering groceries to members.
- When
- Tuesday; the article was published on 14 October 2026.
- Where
- Deer Park, about 17km west of Melbourne’s CBD.
- Why
- Portelli said he wanted to build necessities and give farmers a chance to earn a good keep.
Supporters of the supermarket
Critics of the supermarket
Prices
Supporters of the supermarket
Some shoppers said the experience was “fantastic” and that they would spend less on a mid-week shop.
Critics of the supermarket
Some shoppers said not everything was cheaper and some prices were disappointing.
Membership
Supporters of the supermarket
Supporters online praised the idea of the supermarket.
Critics of the supermarket
Critics said people should not need a membership to shop for food.
Portelli launched an LMCT+ petrol station in Melbourne’s north.
Portelli opened the first LMCT+ supermarket in Deer Park.
- Location
- Deer Park, about 17km west of Melbourne’s CBD
- Membership fee
- $99 annual subscription
- Weet-Bix price
- $4.60
- Dozen caged eggs price
- $4.20
- Pork belly price
- $24.31 per kg
1 source
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What people are saying
Now, we really don't have any buying power. It's our first supermarket. We've come up against these giants with hundreds of supermarkets, so their buying power obviously trumps ours
We're giving farmers a chance as well, we're not going to screw them over. We're going to let them come in here and earn a good keep as well, and support everyone who supported us.
For a mid-week shop like that, we're usually spending at least $20 to $25 more.
Some of the prices are good, some are very disappointing.