Warrnambool Cheese and Butter (WCB) announces the signing of a Heads of Agreement for a five year deal to supply dairy products to Coles Supermarkets under a new consumer brand. The new look consumer brand, Great Ocean Road, will be sold exclusively through Coles stores across Australia and includes a range of high quality cheddar cheeses and fresh milk products. WCB and Coles Supermarkets will now work together to formalise the Heads of Agreement into a five year supply contract.
Under the supply contract WCB will supply a minimum of 4,000 tonnes of quality cheddar cheese per year under the Great Ocean Road brand commencing in May 2012. WCB will also supply a range of fresh milk products into Coles Victorian stores under the new brand. The new deal signals a strategic relationship which is beneficial for both partners. Under the five year agreement, WCB will continue to build its branded consumer product business in cheese and other dairy products. WCB estimates the Great Ocean Road brand will require an additional 50 million litres of milk from dairy farmers each year for the five years of the contract. This will require additional production which means new investment and jobs for the region.
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