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Marketing

Aussie Farmers Direct taps into local demand on Australia Day

As Aussies stock up on lamb, prawns and fresh produce ahead of Australia Day, online retailer Aussie Farmers Direct sees an opportunity to convince more shoppers to buy local.

“Around Australia Day a lot more people are thinking about what it means to be Australian, so it makes sense for us to bang the drum a little harder,” Jim Cooper, a spokesperson for Aussie Farmers Direct, told Internet Retailing.

“Our business has been built unapologetically on the back of supporting local farmers and growers by selling only local product.”

In contrast, many ostensibly ‘Aussie’ products today are not actually made in Australia, Cooper said.

“Fosters beer is brewed in England, Bonds singlets and undies are manufactured in China, and most Victa lawnmowers are manufactured at ‘various international facilities’.

“Even stuff in the supermarket that you would assume were sourced locally are likely to have been shipped in from overseas,” he said.

Cooper said there are many local food options available and encouraged everyone to go ‘all-Aussie’ when planning their Australia Day feast.

Aussie Farmers Direct has cornered the market in home delivery of 100 per cent Australian made or grown products and is looking to expand.

The online retailer added pantry staples to its fresh produce, meat and dairy offering last year, with the launch of The General Store in Victoria, New South Wales and Canberra.

The General Store recently went live in Queensland, and Cooper said the national rollout will continue in Western Australia and South Australia in the coming months.

Aussie Farmers Direct also plans to grow its range of Fresh Box meal solutions, which are currently available through a partnership with Weight Watchers.

The company has around 100,000 active customers, Cooper said.

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