Coles to use Australian vegies for its frozen vegetable lines

Coles has announced that all of its Coles-branded frozen vegetables will now be sourced from Australian vegetable growers. The supermarket giant announced the move in conjunction with vegetable processor Simplot and the Tasmanian government.

AUSVEG, the peak industry body for Australian vegetable and potato growers has endorsed the decision.

“It’s encouraging to see that processors are working with government and the retail sector to ensure the future of the Tasmanian vegetable industry,” said William Churchill, AUSVEG Public Affairs Manager.

“Consumer studies have shown that 80% of people want to purchase Australian produce and support their local farmers. Today’s announcement is an excellent step towards giving the consumer the choice to make those decisions.”

In 2011, Australia imported $651 million worth of produce, $231 million of which was frozen vegetables. Coles’ decision to use Australian vegetables for its frozen line will ensure that about $40 million of frozen vegetable sales will support local vegetable farmers, AUSVEG said.