Home-delivery grocery service, Aussie Farmers Direct, is ramping up its fight against the supermarkets by re-launching its online service, ‘The General Store’.

The online store was first launched in 2013 but was later shut-down with Aussie Farmers Direct wanting to improve the site before re-opening the service.

The General Store, which offers every-day household items, expands the Aussie Farmers Direct presence beyond just food and beverages.

The  General Store is now only delivering in Melbourne but will later roll-out its services across Australia.

General Store to “provide real competition to Coles and Woolworths”

Aussie Farmers Direct says The General Store will far exceed the average Aldi or IGA when it comes to product range and it will provide real competition to Coles and Woolworths.”

“Our customers love getting their fresh produce delivered from smaller Australian farmers and local suppliers direct to their door. But until now they still needed to visit the supermarket for all their pantry staples. The General Store solves that problem,” said Chief Executive Officer of Aussie Farmers Direct, Keith Louie.

“Now shoppers can visit one website, shop into one basket from Aussie Farmers Direct and The General Store, and receive one doorstep delivery. No more trudging to the supermarket,” he stated.

Aussie Farmers Direct was founded in 2005 by Jordan Muir and William Scott who both came from marketing backgrounds and are still involved in the business today.

The company first only delivered milk and bread direct to the consumers door but later expanded the service to offer meat and fresh produce. Today, Aussie Farmers Direct also competes with popular meal kit delivery services like ‘Hello Fresh’ with its Weight Watchers endorsed boxes which provide all the ingredients and recipes needed to make up to five meals per week.

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