For fresh produce marketing in Australia and New Zealand
Camellia Aebischer

BY CAMELLIA AEBISCHER

Organic-focused retail offering from Woolworths

Australian grocery giant launches concept store in Sydney’s Double Bay tailored to the area

Organic-focused retail offering from Woolworths

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Shoppers at Woolworths’ newest concept store, The Kitchen, can select from a range of organic fruits and vegetables, alongside fresh plant-based meals, placing them in shopping baskets made from recycled soft plastics and trolleys from recycled milk bottles.

The store’s in-house juice bar will also help to curb waste by using in-season or overstocked produce, alongside “smarter packaging” on shelves, the company says.

Opened with a target toward its location’s demographic, the smaller-format store located in Sydney’s Double Bay is aimed at serving the needs of its residents by offering more convenient fresh food options.

“Our food journey at ‘The Kitchen’ starts with organic produce, free range, locally sourced products, as well as freshly prepared meals to eat in or pick up and take home,” said Woolworths format development director, Rob McCartney.

“We’re also hopeful the store will be a test bed for new innovative products, which may lead to the discovery of the next great food or beverage trend. We’re looking forward to hearing feedback from the local community on what we have to offer.”

Organic produce for the concept store, opened last week, is sourced partly from Green Camel Organic Produce, a company based an hour out of Sydney – supporting the store’s locally-focused philosophy.

The retailer’s house organic brand, Macro, also enjoys an expanded range, alongside an on-site florist and café serving organic coffee and takeaway or dine-in meal options.

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