Coronavirus and subsequent government restrictions have hit businesses hard, but milk processor is one of the Australian company to rise to the challenge.
As the dairy partner to over 5,000 cafes in VIC, NSW and ACT, Riverina Fresh was forced to seek out alternate sales channels fast when stage three government restrictions forced the shutdown of thousands of hospitality businesses overnight.
Discussions with supermarkets began, and within 72 hours, Riverina Fresh had expanded its retail footprint with a selection of its milks on the shelves of 180 Woolworths stores in Victoria and 100 per cent of stores in NSW and ACT, bypassing the backlogged distribution centres in Victoria and delivering direct to store with its refrigerated trucks.
“Panic buying had set in, and so we seized the opportunity to partner with Woolworths, and regional Coles and independent retailers to keep quality Australian produce on their shelves,” said Riverina Fresh CEO Rob Collier. “We’re a 100 per cent Australian owned dairy company that understands how to navigate tough times, having supported our farmers through the drought in the Riverina for the past three years.”
Following the expansion of its retail footprint, Riverina Fresh sought to collaborate with its out of home channel customers, using Riverina Fresh refrigerators for its milk and cream to enable cafes in their own pivot from eatery to local food pantry.
“Having been part of the foodservice and specialty coffee industry for almost a decade, this challenge is like nothing else we have faced before. And while the storm is far from over, it has been uplifting to see how the industry has come together to rally for their staff, their producers and their partners,” said Collier.
Riverina Fresh’s own pivot has secured the brand an expanded retail footprint in all NSW and ACT Woolworths; a boost for Riverina Fresh, its employees and farmers, in an uncertain time for many Australian manufacturers. The brand is now actively exploring the establishment of a home delivery channel in Melbourne and Sydney as well as further partnerships with independent retailers.