AUSVEG, the National Peak Industry body representing Australian vegetable and potato growers, has welcomed an initiative rolled out on Australia Day by supermarket giant Coles to replace all of its Smart Buy frozen vegetables with 100 per cent Australian grown vegetables and potatoes.

The agreement comes in the form of a five-year contract that the retailer has inked with Simplot, who operate vegetable processing operations in Devonport in Tasmania and Bathurst, and will mean that more than 240 growers will be growing an additional 2.7 million kilograms of vegetables and potatoes.

AUSVEG chief executive officer Richard Mulcahy said the initiative demonstrates Coles’ long-term commitment to the Australian vegetable industry and will allow  growers to plant more crops with confidence in the future.

“The vegetable processing sector in Australia has seen a tough number of years with a number of closures, but it is great to see the major retailers getting behind one of our last remaining processors, and we hope to see this support continue in a sustainable fashion, so that Australia can continue to produce high quality frozen vegetable product,” Mr Mulcahy said.

“This move means that there will potentially be 2.7 million kilograms less product entering Australia from countries such as China and Thailand, countries which employ agricultural practices which may not be permitted here, so this represents a win for both Australian families and Australian growers.”

Recent research conducted as part of a project for AUSVEG found that 80 per cent of consumers surveyed agreed with the statement “I purchase Australian produce because I want to support our farmers and for Australia to have a viable industry”.

“Coles are demonstrating through these actions that they are paying close attention to what consumers want when it comes to fruit and vegetables, and research is showing that the overwhelming sentiment is that Australian grown is best,” Mr Mulcahy said.

AUSVEG is the leading horticultural body representing Australia’s 9000 vegetable and potato growers.