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.
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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.
