Australian dairy farmers have again struck out at what they have termed Coles' "down-down" milk and dairy product pricing strategy, appealing to the supermarket group's parent to "rein in" the company. 

In an open letter to Bob Every, the chairman of Coles' parent company Wesfarmers, industry body Australian Dairy Farmers called on the mining-to-retail conglomerate to refrain from implementing and persisting with Coles' price reductions on dairy products.

"Wesfarmers needs to rein in Coles. It needs to make its subsidiary treat consumers and dairy farmers with respect," ADF vice president Adrian Drury said.

According to ADF, Coles is selling milk "cheaper than many varieties of bottled water", a move that it claimed is "significantly devaluing one of the most premium fresh products available".

"These price cuts are unsustainable and the plain fact is milk priced at A$1 (US$1.06) per litre doesn't bring in enough money to support farmers, processors and retailers. Coles knows it and so should Wesfarmers," Drury insisted.