Veggie Growers Ask Jamie Oliver To Refund Woolies’ Marketing Fee

Veggie Growers Ask Jamie Oliver To Refund Woolies’ Marketing Fee
SHARE
THIS



Affable celebrity chef Jamie Oliver is in a jam, with struggling vegetable farmers pleading for a refund of the marketing levy Woolworths’ is charging them for ‘Jamie’s Garden’ ad campaign.

Woolworths is charging vegetable growers 40 cents-per-crate of produce to help fund the marketing campaign, according to industry group AusVeg.

AusVeg said the fee, which is in addition to the standard 2.5-5% marketing levy Woolworth’s requires from suppliers, represents approximately 30-40% of growers’ profit margins.

The group has written to Oliver and asked him to intervene to have the “un-Australian” fee returned.

“We have no issue with Mr Oliver, but for Woolworths to ask hard working Australian growers to stump up this additional money is unreasonable, unfair and un-Australian,” William Chruchill, AusVeg public affairs manager, said.

“Mr Oliver seems like a reasonable man, and he has done some good work in raising awareness about the need to eat healthy food, and this appeal to him is to try and stop growers from being unnecessarily squeezed.”

Churchill said the group is not opposed to the campaign and supports the healthy eating message but believes Woolworths should be footing the bill.

“AusVeg’s primary concern is that financially-stretched Australian vegetable growers are being unfairly pressured in to contributing to a marketing campaign for a company, which in February posted a $1.32 billion net profit.”

“Clearly this campaign could be funded from Woolworth’s own coffers, without having to further squeeze Aussie growers.”

AusVeg has lodged a formal complaint with the Australian Competition and Consumer Commission (ACCC)

In a statement to B&T Woolworths stood by its campaign and said participating growers are paying less than 2% of the cost of a case of produce.

“It’s disappointing that Senator Xenophon and AusVeg didn’t contact us. We could have explained that the contribution was entirely voluntary, how around half our suppliers chose to work with us on the campaign which benefits the whole fruit and vegetable industry and how participating growers are paying less than 2 per cent of the cost of a case of produce.”

“Woolworths is extremely proud of its world-first campaign where we partnered with Jamie Oliver, Nutrition Australia and Australian farmers to get kids excited about eating more fresh, healthy fruit and vegetables.

“With Australia having one of the highest obesity rates in the world we are delighted about working with a world-famous fresh food campaigner like Jamie Oliver and in partnership with our growers to sell more healthy, fresh food.”

Main Picture: Flickr Creative Commons by really short

Latest News

How To Create Connections To Increase Your Influence
  • Opinion

How To Create Connections To Increase Your Influence

Darren Fleming (pictured below) is a speaker, author and trainer who specialises in helping leaders influence their teams. He is the author of Don’t be a D!ck – creating connections that make influence happen. In this guest post, Fleming offers proven tips on how to improve staff connections and your influence around any office… The secret to […]

Opinion

by B&T Magazine

B&T Magazine
PayPal Unveils “Uncle Awesome” In Witty Christmas Spot Via Buzzman
  • Advertising
  • Campaigns

PayPal Unveils “Uncle Awesome” In Witty Christmas Spot Via Buzzman

A dodgy uncle is the star of PayPal’s new Christmas spot set to air across 15 european countries this festive season. The work of famed Parisian agency Buzzman, the ad plays on the traditional family Christmas and the arrival of an uncle notorious for his over-touching, cheating and over-eating. This time around, thanks to Paypal, Mr […]

Isentia Builds Out Executive Team With Three New Appointments
  • Media

Isentia Builds Out Executive Team With Three New Appointments

Isentia Group Limited has announced three senior appointments to its executive leadership team to accelerate product enhancement, operational efficiencies and support ongoing transformation. Following an extensive search, Paul Russell has been appointed chief technology officer (CTO), Kelly Young chief human resources officer (CHRO) and Peter McClelland chief financial officer (CFO). Ed Harrison, Isentia chief executive officer and managing director, […]

Ovarian Cancer Australia Says ‘It’s Time For Ovary-Action’
  • Campaigns
  • Media

Ovarian Cancer Australia Says ‘It’s Time For Ovary-Action’

Ovarian Cancer Australia has launched its first pieces of work via agency 10 feet tall. ‘It’s time for ovary-action’ is their empowering, new creative platform that aims to rally all Australians to stand up and take action for the cause. The launch includes a quirky content video accompanied by print and radio components that aim […]

Assembly Label Appoints The Wired Agency
  • Media

Assembly Label Appoints The Wired Agency

One of Australia’s leading fashion brands, Assembly Label has officially appointed The Wired Agency as its exclusive digital campaign partner. As a market leader in the ‘simplified essentials’ space; quickly becoming renowned for their minimal approach to design and clothing construction, Assembly Label has recently opened their tenth retail location as well as being well-represented […]