We’re fair, Coles tells Senate inquiry

Jane Harper
Herald Sun
May 16, 2012

Coles says its prices are fair.

SUPERMARKET giant Coles has defended its private label strategy at a Senate inquiry into the state of Australia’s food processing industry.

The Wesfarmers-owned supermarket took the unusual step yesterday of releasing diagrams of its shelf plans to dispute claims that it was promoting private label goods at the expense of branded products.

“Shelf ranging decisions are made on the basis of sophisticated customer preference modelling, not on any strategy to replace branded products with private label,” Coles merchandise director John Durkin told the Senate Select Committee.