Woolworths partners with Australia’s farmers in agriculture Blueprint

Posted by AFN Staff Writers on 20th February 2012

Woolworths Australia has announced it has formed an alliance with the National Farmers’ Federation (NFF) to develop a Blueprint for the future of Australian agriculture and farming.

The move comes as Woolworths seeks to protect itself from a strong resurgence by its competitor, Coles, pushing a farm-fresh marketing campaign that has been Woolworths main marketing moniker for over two decades.

Director of Woolworth supermarkets, Tjeerd Jegen, said that maintaining a strong relationship with Australian farmers, and developing strong ties with the agricultural sector, was critical for the Woolworths franchise.

“Woolworths and, most importantly, our customers, rely on a strong and prosperous agricultural sector. This year marks 25 years as the Fresh Food People – with that milestone comes extensive work with farmers and this relationship remains critical to our future,” he said.

The NFF, which represent farming groups to government policy-makers, has invited Woolworths on-board to gain a better understanding of Australian consumer perceptions at the retail level.

The NFF’s President, Mr. Jock Laurie, said that the signing up of Woolworths will help give farmers a better insight into the food supply chain.

“The Blueprint aims to gain the input of all with an interest in, or involvement with, Australian agriculture and the supply chain: farmers, transporters, processors, retailers and the communities and services that rely on them.

“Having Woolworths on board will ensure that what consumers believe are the key issues for Australia’s food producers are captured in the Blueprint,” he said.

Australian Food News wrote about the Blueprint project in the context of another alliance with Westpac in an article titled “Food production Blueprint plan launched by national farming group and Westpac”, on October 5, 2011.