Victorians should be bracing for a sharp rise in food prices as a result of an “unbelievable” rent rises on markets vendors.

That’s the view of Fresh State CEO Jason Cooper, who told Tom Elliott the government’s decision to hike rents would have a flow-on effects for shoppers.

Click PLAY to find out more about the price increases coming to fruit and veg

“It effectively puts rents up from $500 a square metre to $1100 over the next 10 years and that’s more expensive than renting an office in Collins Street,” he said on 3AW Mornings.

“It’s just unbelievable.”