AU Australia Coles Local convenience store supermarket pilot Ashburton outside sign

Growers in Victoria, Australia, have been able to speak directly with supermarket buyers who decide on the products that secure profitable shelf space, the ABC reports.

The opportunity came on a ‘Meet the Buyer’ day held at Melbourne showgrounds by leading Australian retailer Coles. It was attended by approximately 140 producers.

The event presented a rare chance for growers to put their produce forward in an increasingly competitive market.

'The big supermarkets control about 48 per cent of the market, so it is important to get in there,” David Brown from Mt Moriac Wines told the ABC. 'Previously there were a lot more independent retailers, they are dying out, and the supermarkets are taking over their market share, so it's more important to get involved with them to maintain your business.'

Coles Victoria’s general manager, Mark O’Connor, told the ABC that the retailer is looking to expand its local lines in response to growing consumer demand for domestically-grown products.

'70 per cent of consumers tell us that they would like more locally-produced products and this is a genuine attempt at being able to give the consumer what they want and also to help grow our local producers and suppliers,' he said.

O’Connor emphasised that the event was not purely a stunt aimed at improving the supermarket image, particularly following a substantial fine it received from the Australian (ACCC) for incorrectly advertising imports as Australian-grown.

On top of that, Coles – along with rival retailer Woolworths – is currently under investigation by the ACCC following claims of using improper and unlawful practices to force lower payments to their suppliers.

'This is certainly a long-term relationship and partnership that we want to have with our local producers, suppliers and it is certainly not a PR attempt,' said O'Connor.

Nevertheless, some suppliers displayed considerable cynicism.

'We just hope that the buyer will look at it and think it's a good idea and hopefully they won't screw us down on price like they have done with milk,' Anita Donlon from Bendigo told the ABC.

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