AUS: Coles emphasises commitment to Australian growers

By Katy Askew | 22 October 2012

Coles looks to communicate commitment to Australias rural economy

Coles looks to communicate commitment to Australia's rural economy

Australian retailer Coles has launched a website that will allow consumers to view the country of origin for its fresh fruit and vegetables.

The company said that the move aims to "reassure" consumers that the "vast majority" - 96% - of Coles' fresh fruit and vegetables are grown in Australia.

In a new marketing campaign, Coles will be plugging the message that it is "helping Australia grow".

"Coles is passionate about supporting Australian growers and offering our customers the freshest local produce. The problem is that many customers just don't believe it," group merchandise director John Durkan explained. 

Show the press release

to show customers where fresh fruit and veg comes from
Coles today launched a new online guide to reassure customers that the vast majority of Coles' fresh fruit and vegetables are Australian grown.
Despite 96 per cent of Coles fresh fruit and vegetables being grown right here in Australia, customers still mistakenly believe that almost half of their fresh fruit and veg is imported and often don't understand why some types of produce may have to be imported at certain times of the year.
In a major new campaign in stores and online Coles will show customers that it really is 'Helping Australia Grow'. The new online calendar will list all of the popular fruits and vegetables and show month by month if they are Australian grown or imported.
The calendar shows that lots of popular fresh fruit and veg, like bananas, carrots, potatoes and tomatoes are Australian Grown all year round. Coles has recently worked with Aussie growers to ensure that all our Avocados are Australian Grown, and is the only major national supermarket to be able to say this.
Coles Group Merchandise Director, John Durkan said it was now easier than ever for customers to support Australian growers and buy seasonally: "Coles is passionate about supporting Australian growers and offering our customers the freshest local produce. The problem is that many customers just don't believe it!
"Far too many think that much of our fresh fruit and veg is imported when the fact is that 96 per cent is grown right here at home. Some of the reasons we import for example are if the Australian season is over and so the produce is not being grown here, or if there simply isn't enough quality product grown in Australia to meet demand.
"Buying Australian produce generates billions of dollars for the rural economy but we are not resting on our laurels. In the last year we have replaced hundreds of millions of dollars of fresh produce imports including 200 tonnes of capsicums previously imported per year from New Zealand. And we are investing in helping suppliers, like our Victorian strawberry grower, to increase the quality of fruit and extend their growing season by developing tunnels to protect the fruit from bad weather.
"Helping Australia Grow is important to us and to our customers and through this campaign we can celebrate the fact that Australian farmers produce the best fresh fruit and vegetables in the world," says Durkan.
Popular fresh fruits and vegetables that are 100 per cent Australian at Coles all year round include: apples, avocados, bananas, broccoli, beans, cabbage, capsicums, carrots, cauliflower, herbs, lettuce, limes, brown and white mushrooms, pineapples, potatoes, spinach, tomatoes and watermelon.
For the full list and details of country of origin visit the new website at: 

Original source: Coles

Sectors: Advertising & labelling, Fresh produce, Retail

Companies: Coles

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