james whittaker - coles - maintaining quality produce at coles

James WhittakerHEAD OF RESPONSIBLE SOURCING AND QUALITY

Coles Supermarkets Limited

• Coles are owned by Wesfarmers

(ASX listed company)

• Established in 1914 – 101 years!

• 775 supermarkets nationally

• Around 100,000 team members

• 15 million customers per week

Coles Supermarkets

Coles Strategy and Values

Growth plan

We aspire to be Australia’s best food retailer and to achieve this we are committed to:

· Reducing the cost of a weekly shopping basket

· Gaining a competitive advantage in Fresh foods

· Becoming the easiest place to shop in Australia

· Delivering service centred around craft skills

2006

Supplier Approval Program

2007

No tartrazine2010

20112012

2013

2015

Brand Standards Introduced

Coles Brand Roadmap

What do our customers tell us

It can get very complicated

Quality Reset

World Class Standards

World Class Training

• Coles Quality Academy – industry knowledgebase

• World class training function provided by Coles

• Linked with Registered Training Organisations

• Global leading research organisations

• Collaboration between industry experts

• Coles and Suppliers aligning understanding

KISS – Keep it simple stupid

Graze – Case Study

What is Graze?

• First Coles Brand 100% pasture-fed range beef

• Launched in October 2014

• Positioned beneath Finest

• 11 products in Graze range

• MSA Graded

• Standards beyond feed and traceability

• Driven by Customer insight and trends

Design and verification

http://www.grazebeef.com/ Grass-fed, 100% reared and fed on

pasture & Free to Roam

100% Australian, sourced directly from

Australian farms by Coles cattle buyers,

ensuring we select the best grass-fed

cattle

Farm-Assured, all Graze farmers look

after the welfare of every animal

Graze farmers respect and nurture the

soil & environment

The meat is aged for 14 days for

superior tenderness and full flavour

Graze beef is certified MSA. This

assures eating quality for customers

Telling the story

Key Learnings

• Think Global but act local

• Supplier collaboration and partnership is key

• Get the basics right

• Keep it simple

• Be clear on your goal and relentless in its pursuit

• If at first you don’t succeed….

The right quality drives sales and customer loyalty