Coles is showcasing its deep, long-standing relationships with Australian dairy farmers through the launch of its new Great Lengths campaign.
This campaign highlights the extensive efforts Coles makes to provide high-quality, fresh milk to customers nationwide every day.
The Great Lengths campaign honours Coles’ partnership with 109 dairy farmers across Victoria, central and southern New South Wales, South Australia, Western Australia, and Tasmania.
These farmers supply over 500 million litres of milk annually for Coles Brand fresh milk, as well as 19 varieties of Coles Brand cheeses and cream.
Coles and Australian dairy farmers are collaborating to build a more sustainable future, thanks to the success of Coles’ direct sourcing model. This approach provides dairy farms with stable pricing and long-term sustainability.
Adrian Bond, a fourth-generation dairy farmer from Victoria, and his family, who are featured in the Great Lengths campaign, have been working directly with Coles 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.”
Dairy farmers, such as Adrian, have gained significant advantages from long-term agreements with Coles, which offer stable and transparent farm gate pricing, enabling them to plan for the future with increased confidence.
Coles’ end-to-end sourcing program not only reinforces its dedication to supporting Australian dairy farmers but also ensures that customers receive high-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,” said Gorman.
“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 offers dairy farmers access to the Coles Sustainable Dairy Development Group (CSDDG), which was created to work together with farmers, supporting their sustainability projects.
So far, the CSDDG has invested over $5.28 million in on-farm initiatives. Recently, they awarded a grant to the Bond family to enhance their farm infrastructure and support future 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 instalment of the Great Lengths campaign launched yesterday and will be visible in store and online, and across TV and social media, starring Aussie dairy farmers who supply directly to Coles.