Coles’ Tweet confirms $1 per litre milk creates milk shortage for consumers.

A few days ago, I got a surprise when I opened my social media page to find I’d been tagged by irate farmers asking me what Coles’ response to NSW dairy farmer Adam Forbes’ tweet, as seen below, actually meant. While Forbes posted in late February, it seems the tweet only reached the eyes of Coles’ social media response team early last week. Farmers were certainly quicker to respond and screengrab the post for posterity.

Forbes tweet was in response to Norco’s recent in-store notifications that it is currently running short of Norco branded products.


While it is a case of reading between the lines, the message relayed in Coles’ four seemingly harmless sentences is very clear –  the industry has reached a point that it no longer has enough milk to meet consumers demand for both  branded and private label milk supply requirements

On the face of it, Coles’ response seems to be rational and cooperative. In layman’s terms, the phrase ‘In partnership with’ implies that together, Coles and Norco put several alternate ideas on the table and came up with a mutually beneficial solution to help Norco’s current, supply shortfalls in Queensland and New South Wales.

‘We have also worked with our other partners…to source them more milk’, makes Coles seem to be exemplary corporate citizens working with its suppliers in times of need.

In effect, this tweet says that Norco should say thanks Coles for helping them out, when in fact it’s anything but the truth.

Rather than assisting the 100% farmer owned Co-Op by raising the recommended-retail-price (RRP) of private label milk which would allow for some leeway in the margins to keep farmers in the industry , Coles’ intends to source a larger volume from its other milk supplier, out of Victoria in an attempt to meet Qld & NSW consumer’s requirements for fresh milk.

Many may argue that this is just business as usual. Any company that can’t get a product from one supplier is justified in sourcing it from another. In this case however, Coles is a large part of the reason that Norco & the Qld Dairy industry finds itself in this position, short of milk.

What the market continues to ignore is that supermarkets are key players in the supply chain and have a corporate responsibility to ensure that primary industries such as dairy, can profitably survive. Woolworths have recognised their role and have done what is right for the dairy industry and ultimately for the consumer.

If Coles wants to continue to spruik its what’s best for the consumer mantra, it had better have a good explanation when the dairy industry turns sour and consumers are left without.

Mr Matthew Trace – Vice-President Queensland Dairyfarmers’ Organisation.