MOUNT Gambier pig producer Jeff Braun and son Tom are among the farmers to benefit from a deal by Coles to supply sow stall-free pork.
As a producer, we see great value in the model of embarking in a direct relationship with our customer.
- TOM BRAUN
The 10-year deal will have 12 farming families in SA and Vic provide pigs directly to Coles for the first time.
The farm businesses are all a part of the Top Pork producer group, which was formed about 20 years ago.
The Brauns supply genetics to the Top Pork group and see the new deal as a way to provide confidence to their business for the next decade.
“As a producer, we see great value in the model of embarking in a direct relationship with our customer,” Tom said.
“The long-term contract with Coles gives our business long-term security and the confidence to invest in facilities to increase production and improve productivity.”
Up to 3500 pigs will be sourced each week from the 12 farms.
Top Pork chairman Rory McEwan welcomed the deal, saying it allowed Top Pork to establish security for the group in the future.
“Supplying directly to Coles is the best way forward,” he said.
“Agriculture has two choices – you can grow and hope to sell, or you can build relationships.
“By selling directly to Coles, we can develop a better understanding of consumers, and ensure we are able to provide exactly what the customer wants.”
Mr McEwan said the agreement would provide more surety for the future of those involved.
“We need long-term security and long-term certainty, and this contract is taking the risk out of business for these farmers for the next 10 years,” he said.
Coles merchandise director Chris Nicholas said the company was delighted to begin the 10-year supply contract and introduce a new direct sourcing arrangement for product along the eastern seaboard.
“We know our customers are passionate about buying top quality, great tasting pork,” he said.
“This new contract with 12 farming families will enable Coles customers to continue to purchase Australian-grown sow stall-free pork for years to come.”