Leading Australian organic ingredients specialist and brand owner Murray River Organics (MRG) has secured a AUD2.3 million deal with national retailer Woolworths, which will see five new branded products launch across 600 stores from August, as well as an additional four seasonal products in the lead up to Christmas.
The move follows MRG’s launch in the supermarket chain Coles (together, the two retailers command about 80% of the market) last month, when it entered the breakfast cereal category with a new range of Murray River Organics branded muesli, which is expected to generate around AUD5 to AUD6 million in revenue per annum.
Australian food industry commentators say MRG’s expansion into the major supermarkets forms part of efforts to diversify its organic retail offering.
Commenting on the Woolworths deal, MRG CEO Valentina Tripp told national media: “Our partnerships with Coles and Woolworths follow significant investments over the last 12 months to develop the Murray River Organics brand proposition aligned to our strategy and purpose. We are building a brand which is authentic, has integrity and delivers accessibly priced organic products to Australian consumers.”
“The demand for clean, sustainable, healthy organics products is on the rise with the global pandemic further accelerating this growth. Consumers are more aware of the provenance of their purchases and demanding that our food system is transparent, sustainable, and ethical. It is important to our staff, growers, and partners to be part of transforming our global food systems.”