Australian supermarket chain Coles has announced that, as of May 2012, all of its private label frozen vegetable products will be sourced from Australian farmers and packed by the Australian based food processing Simplot factories.

Coles merchandise director John Durkan said the move makes Coles’ private label range Australia’s only supermarket private label to offer 100 per cent Australian-grown frozen vegetables.

According to Mr Durkan, total sales of frozen vegetables at Coles is nearly AU$200 million a year, with its private label range representing about 20 per cent of sales (over AU$40 million annually).

“At a time when most other frozen vegetable brands are being sourced from overseas, we’re very pleased that, through our partnership with Simplot, we’ve been able to continue supporting Australian vegetable growers,” Mr Durkan said.

Coles said over 90 per cent of its private label range of frozen vegetable products is sourced from Tasmanian vegetable growers, representing annual sales of over AU$37 million.

Commenting on the partnership, Simplot Australia’s Executive General Manager of Retail, Graham Dugdale said, “While other frozen vegetable suppliers have moved their sourcing and manufacturing off shore, Simplot Australia has continued to invest in relationships with the Australian farming community and factory capability, and is now the last remaining frozen vegetable manufacturer in Australia.

“Our strategic relationship with Coles gives consumers the choice to purchase Australian grown frozen vegetables from both ‘Birds Eye’ and Coles brand,” Mr Dugdale said.

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