Woolworths has unveiled a new advertising campaign, intended to inform consumers that contrary to widely-held opinion, it actually sources 96 per cent of its fresh produce from Australia.
Most consumers believe half or less of fresh meat sold in Australian supermarkets is locally grown, but Woolworths says all of it is.
Consumers are also increasingly aware of the freshness of products by the time it gets to their shopping trolley.
"There is little doubt that supermarkets can be doing a better job in informing customers about who we are and how we are able to deliver the best fresh food in the country,” managing director of Woolworths supermarket and petrol division, Tjeerd Jegen said.
“That's why Woolworths is embarking on a multi-million dollar brand and consumer awareness campaign.
"As Australia's iconic fresh food retailer we are reaching out to customers. We have a responsibility as Australia's largest national supermarket to better explain to customers where their food comes from and to improve their shopping experience."
The slight change to Woolworths’ Fresh Food People slogan is sure to be met with some scepticism though, as produce growers still struggle to make ends meet.
The new advertising and branding campaign marks "a fresh promise to our customers" to be 'Australia's fresh food people,’ the company said.