The Woolworths Way

Day Two of the Woolworths Agricultural Business Scholarship

The main focus of today's sessions was to give us an insight into the management of the Fresh Food side of Woolworths supermarkets in terms of how they manage this part of the business and the challenges they face bringing fresh produce to the consumer that is high quality, fresh, consistent and what the consumer wants.

Pat McEntee is the General Manager of Fresh Food for Woolworths and shared with us several key messages and it was interesting to hear how, as a company they are recognising the need to put the consumer first and foremost. There is soon to be a shift to try and break down some 'walls' and actually put the consumer in touch with the butcher or the baker who prepares that produce daily for that store.

I believe this all reflects on the consumers desire and curiosity to understand where their food comes from and is a great opportunity to educate consumers on the stories, industries and people behind the high quality agricultural produce that Australian farmers produce everyday.

Even the large supermarket giants such as Woolworths are realising they need to be part of the solution to help tell agriculture's story - and understand what it is that farmers do to produce that product so they can convey that to the consumer. For example - making butchers more accessible to consumers can provide avenues to explain how to cook which cut and what an MSA logo on the product actually means...

It was interesting to note that through some of their consumer focus groups and feedback studies, they discovered that there was a public perception that not all of the fresh meat was Australian grown and only 60% of the fresh fruit and vegetables was Australian.... in actual fact with Woolworths,

• 100% of fresh meat is Australian grown; and
• 96% of fresh produce (fruit & veg) is Australian grown.

So next time you sit down to dinner, have a look at what is on your plate and thank an Aussie farmer!