The General Store from Aussie Farmers Direct to Beat Coles and Woolworths

Everyone loves saving money, but there’s no better bargain than one that directly supports Australian farmers and producers. That’s what the new major player in the Australian supermarket industry is offering. Aussie Farmers Direct started in 2005 as a small delivery only service specialising in milk, but now things have grown up.

The company announced last week that it will be taking on the supermarket giants Coles and Woolworths with its new online grocery platform, The General Store. Expect to see a full online supermarket shop with prices matching Coles and Woolworths and beating IGA and ALDI whilst still supporting local Aussie farmers.


The Store

Aussie Farmers Direct Website LogoThe General Store, Aussie Farmers Directs’ new online supermarket has launched in Victoria and a national rollout is expected to follow very soon. What I personally liked about the store is that it doesn’t simply offer online products to throw into your digital shopping basket, it also provides useful bundle deals e.g. eggs Benedict meal bundle or dads big breaky pack.

Delivery days and times are tailored to your area and your franchisee, but if you would like to find out more information, send a message to their WebChat team or contact the customer service telephone number. Orders can be cancelled or amended up until 12:00 (noon) the day before and very small orders receive free delivery. All orders under $25 will have a $2 delivery fee and any orders over $25 will receive free shipping.

If you are still a little dubious about the delivery process, it’s important to know that fruit and veg will send in a weather-proof bag which are not re-used for health and safety reasons and deliveries can be left on your front door unless you have different instructions for your driver.

Finally, if you still need some convincing to try Aussie Farmers Direct, simply have a look at their recipe page to see all the different types of meals you can make from their products.


Their Promise

The General Store website layoutAussie Farmers Direct already has over 130,000 customers using the website and in their opinion the online grocery shopping trend is growing. When buying from the company they remind you that you can make a difference because you are supporting Australian farmers around the country. Their website even provides stories of each of the farmers so you can read about them before you buy their products. The products are also what make the company stand out because each Australian made item will be clearly stamped, whilst other products will state how much of it was imported. 10% of the profit from those imported items will be sent to charities supporting Australian farmers across the country.

The National Farmers Federation strongly backs the industry’s new player, supporting its competitive edge and support for local markets.

Aussie Farmers Direct supporting Australian Products


Other Industry Players offers its own supermarket alternative, Kogan Pantry which entered the industry in 2015. The new branch of the Kogan brand promised to save customers up to 50% off their supermarket bill and slice into the market dominated by Coles and Woolworths. This problem with this promise was that Kogan Pantry could never offer the same product range as the two supermarket giants.

That combined with the fact that Kogan Pantry could only offer dry products and no fruit and vegetables meant there was still a gap in the market for Aussie Farmers Direct to guarantee fresh Australian produce with little competition.

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