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Wide Open Agriculture secures deal to stock Dirty Clean Food products in Coles Local

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By Imelda Cotton - 
Wide Open Agriculture ASX WOA Dirty Clean Food products Coles Local South Perth

Up to 12 of Wide Open Agriculture’s Dirty Clean Food branded products will be sold in WA’s first Coles Local store in South Perth.

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Wide Open Agriculture (ASX: WOA) has inked a deal with Coles Group (ASX: COL) to sell its regenerative brand Dirty Clean Food in Western Australia’s first Coles Local store to be opened in metropolitan South Perth.

The company has been confirmed as a direct supplier and expects that up to 12 of its Dirty Clean Food products will be stocked at the store across multiple categories.

The ranging will feature plant-based products which to date have only been available on Dirty Clean Food’s digital platform.

Chief executive officer Jay Albany said the company is pleased to be working with Coles.

“Working directly with Coles is an important milestone for and a significant step forward in our strategy to create and lead a new category of regenerative food,” he said.

“We are honoured to begin our relationship with Coles by participating in the expansion of this innovative concept to Western Australia.”

Coles Local concept

Earlier this month, the supermarket giant announced it will expand the Coles Local concept into WA, with the first outlet planned to be a re-fit of an existing Coles store in South Perth.

The Coles Local concept focuses on bringing quality produce to customers through partnerships with local suppliers.

It first launched in Victoria in 2018 and is about half the size of a traditional full-service supermarket.

Coles Local carries about 3,000 products and displays half of the usual range of a full-size store.

Over the past 12 months, seven new Coles Local stores have opened up on Australia’s east coast at locations including Brighton in Victoria, Birkenhead Point in New South Wales and the Brisbane central business district in Queensland.

Best quality produce

Coles chief executive (Commercial and Express) Leah Weckert said the expansion of Coles Local into WA will bring some of the state’s best quality artisanal produce to a wider local audience.

“Our research tells us that WA customers value local produce and so the Coles Local format was a natural fit,” she said.

“We strive to create strong partnerships with WA businesses and we are excited to help them showcase their quality products to our Coles Local customers.”