The state government has helped to secure major new contracts that will ensure the majority of beef sold to Western Australian consumers in Coles supermarkets is actually produced in WA.
The state government has helped to secure major new contracts that will ensure the majority of beef sold to Western Australian consumers in Coles supermarkets is actually produced in WA.
Agriculture and Food Minister Kim Chance said Coles had agreed to more than double the amount of beef it purchased from WA, resulting in a multi-million dollar injection into the local beef industry.
Two WA beef processors, Harvey Beef and Western Meat Packers, have each been contracted to supply Coles with 100 head of cattle per week, increasing to a total of 500 head per week over coming months.
Mr Chance said this was fantastic news for the local beef industry and consumers because up to 70 per cent of beef sold in Coles supermarkets would be from WA.
"There is no doubt consumers prefer to buy WA grown beef because they can be assured of its quality and freshness," the Minister said.
"Coles has also agreed to support the state government's 'Buy West, Eat Best' marketing campaign which promotes Western Australian produce to local consumers.
"The government has committed $1 million over three years for the 'Buy West, Eat Best' program, which was specifically tailored to the needs of the food industry, by promoting the WA content and quality of food products to consumers."
Coles general manager Supply Chain Fresh Richard Brown said the company was happy to support the 'Buy West, Eat Best' campaign because it bought more than $600million worth of WA's fresh produce for its stores every year.
Mr Brown said Coles was very excited about the prospect of giving its customers a terrific range of quality WA beef products in its stores.
"As well as beef cuts, we'll also be carrying two great value-added Harvey Beef products, a corned silverside and a marinated beef roast, and we're keen to look at other opportunities in the value added space," Mr Brown said.
Harvey Beef chief executive officer Michael Rapattoni said he was confident the partnership would benefit both Western Australian producers and customers by increasing the amount of high-quality local beef available to local consumers.
Western Meat Packers Group general manager Linchon Hawks said his company was very pleased to be expanding its 24-year business partnership with Coles and the latest deal was a win for everyone involved in the beef industry and customers.
The first of the new WA beef will appear on Coles supermarket shelves in mid-March.
