Woolworths' Jamie Oliver campaign success 'a furphy', according to AUSVEG

Updated

A farmers' group has hit out at Woolworths after the supermarket giant claimed its healthy eating campaign, spearheaded by celebrity chef Jamie Oliver, has been "great" for growers.

The campaign, which finished this week, has caused controversy because Woolworths asked fruit and vegetable growers to make a financial contribution to the marketing blitz.

AUSVEG, which represents the nation's fruit and vegetable growers, says many of the farmers felt obliged to contribute to the campaign.

However, Woolworths says the campaign had received a "great response from customers" who are "buying more fresh food".

"It's great for our customers to be eating better and great for our growers to be selling more fresh produce," Woolworths said in a statement.

But AUSVEG chief executive Richard Mulcahy says there is no evidence to support Woolworths' claims.

"Frankly, we're a bit sceptical about what benefits will flow to us," he said.

"We'd like to see people increase their consumption, but I'd have to say that generic marketing of fruit and vegetables - there's a long history of this not having much impact.

"In terms of the overall per capita consumption, we've seen very little movement in 20 years.

"I don't think this will have any positive impact ... I think that's a furphy. I think it's all about market share for a particular chain.

"Not one country in the world that has embarked in generic marketing has seen any per-capita increase in consumption."

Oliver campaign cost farmers thousands of dollars

AUSVEG has also criticised Woolworths for asking farmers to make a 40 cents per crate contribution to the Oliver campaign.

Sorry, this video has expired Video: Richard Mulcahy from AUSVEG says campaign success a 'furphy' (Landline)

"I don't know of any grower that values their business that's been willing to decline the request," Mr Mulcahy said.

"When your business is totally dependent or largely dependent on one retailer, then you would simply be foolish to take them on."

Woolworths has told Landline that 100 of the 200 growers it approached, agreed to make a contribution.

Mr Mulcahy said the campaign would have cost fruit and vegetable growers at least tens of thousands of dollars.

"Many who have sent in money are very unhappy about the situation, but simply aren't game to refuse to meet the request that's been given to them by Woolworths," he said.

AUSVEG has complained to the Australian Competition and Consumer Commission.

Topics: rural, agricultural-crops, agricultural-marketing, company-news, agribusiness, australia

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