Coles launches new “great lengths” campaign to recognise Aussie dairy farmers who provide quality milk on supermarket shelves

August 30, 2024 -- Coles is shining a light on the close, long-term relationships it has built with Aussie dairy farmers with the launch of the supermarket’s latest Great Lengths campaign, highlighting the great lengths Coles goes to deliver quality, delicious milk to customers across the country every day.  

The Great Lengths campaign celebrates Coles’ partnership with 109 Aussie dairy farmers throughout Victoria, central and southern New South Wales, South Australia, Western Australia and Tasmania, who supply more than 500 million litres of milk each year for Coles Brand fresh milk, as well as 19 Coles Brand cheeses and cream. 

Coles and Aussie dairy farmers are working directly to form a more sustainable future following the success of the supermarket’s direct sourcing model, providing dairy farms with price certainty and long-term sustainability.

Fourth-generation Victorian dairy farmer, Adrian Bond and his family feature in the Great Lengths campaign and have worked with Coles directly for three seasons.
“Our budgets can vary so much due to seasonal conditions, so having prices set in stone is a game changer,” he said. 

“We can set goals and balance our books as I already know what I’m getting now and next year. It takes a lot of stress out of the job — an outcome which I think many people in the industry were looking for. It’s easier to plan for the future now we have the support from Coles.”

Through direct relationships, dairy farmers like Adrian have benefited from multi-year agreements with Coles, allowing them to plan for the future with greater confidence thanks to transparent farmgate pricing.

The end-to-end sourcing program not only strengthens Coles' commitment to supporting Australian dairy farmers, but also provides customers with great quality Coles Brand dairy products.

General Manager Dairy, Freezer and Convenience Brad Gorman said Coles would continue to build and nurture direct relationships with Aussie dairy farmers. 
“Farmers are the heart and soul of the dairy industry, and our new Great Lengths campaign highlights the amazing dairy farmers we have the privilege of working closely with year in and year out,” Brad said. 

“Our direct sourcing model is all about offering price certainty to Aussie Dairy Farmers. We're giving farmers the security they need to continue producing the high-quality milk and dairy products that our customers have come to know and love. 
 
“We’re incredibly proud of our relationships with our farmers, growers and suppliers. It is because of these close relationships that we are able to fill our shelves every single day with delicious, fresh Aussie products.”

Coles’ direct sourcing model also provides dairy farmers access to the Coles Sustainable Dairy Development Group (CSDDG) which was established to work collaboratively to support dairy farmers in their sustainability projects.

To date, the CSDDG has invested more than $5.28 million in on-farm initiatives, including a recent grant awarded to the Bond family to improve farm infrastructure and prepare for expansion. 

"The CSDDG is a vital part of our approach to drive sustainability, and by bringing farmers together and fostering new ways of thinking, we're not just supporting individual farms — we're helping to build a more resilient dairy industry for the future,” Brad said. 

All 109 dairy farms in Coles' direct sourcing model are part of the CSDDG, which includes an advisory panel of 11 farmers representing the group’s interests.

The latest installment of the Great Lengths campaign launched yesterday and will be visible instore and online, and across TV and social media, starring Aussie dairy farmers who supply directly to Coles. 

30 second TVC: Coles Great Lengths for Aussie Dairy
Youtube video: Coorieridge Dairy Farm | Great Lengths for Aussie Dairy | Coles

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