Coles last week debuted a new campaign, 'Great Lengths', to highlight its close relationships with Australian dairy farmers. The campaign celebrates Coles' partnership with 109 dairy farmers across Victoria, central and southern New South Wales, South Australia, Western Australia, and Tasmania.

Combined, these farmers supply more than 500 million litres of milk each year for Coles Brand fresh milk, as well as 19 Coles Brand cheeses and cream.

The 'Great Lengths' campaign will be visible in-store and online, and across TV and social media. It features fourth-generation Victorian dairy farmer, Adrian Bond, who has worked directly with Coles for three seasons.

“Our budgets can vary so much due to seasonal conditions, so having prices set in stone is a game changer. We can set goals and balance our books as I already know what I’m getting now and next year. It takes a lot of stress out of the job — an outcome which I think many people in the industry were looking for. It’s easier to plan for the future now we have the support from Coles," he said.

Coles said it's working with the dairy farmers directly to form a more sustainable future, following the success of the supermarket’s direct sourcing model. This model provides dairy farms with price certainty and long-term sustainability.

“Our direct sourcing model is all about offering price certainty to Aussie Dairy Farmers. We're giving farmers the security they need to continue producing the high-quality milk and dairy products that our customers have come to know and love," Brad Gorman, General Manager Dairy, Freezer and Convenience at Coles, said.

All 109 dairy farms in Coles' direct sourcing model are part of the Coles Sustainable Dairy Development Group (CSDDG), which supports dairy farmers in their sustainability projects. The CSDDG has invested more than $5.28 million in on-farm initiatives, including a recent grant awarded to the Bond family to improve farm infrastructure and prepare for expansion.

"The CSDDG is a vital part of our approach to drive sustainability, and by bringing farmers together and fostering new ways of thinking, we're not just supporting individual farms — we're helping to build a more resilient dairy industry for the future," Gorman added.