Supermarket giant Woolworths has announced a new partnership with British celebrity chef, Jamie Oliver.
The new partnership will aim to inspire Australians to make healthy food choices by providing them with the information and confidence to create tasty, healthy and affordable food at home.
As part of the new partnership, Oliver has inspired significant changes to the supermarkets supply chain, some of which is already underway.
Woolworths will be phasing out all caged whole eggs sold in-store by 2018, and moving to RSPCA or equivalent approved standards for all fresh chicken sold in store by the end of 2014. Additionally chicken used in Own Brand products will also be RSPCA or equivalent approved by the end of 2018.
Tjeerd Jegen, managing director of Woolworths said that the partnership was a ‘natural fit’ for the supermarket chain.
“Woolworths customers have told us that they want help to make healthier food choices. We’re really excited about working with Jamie to help Australia live and cook well by choosing fresh options, all while keeping the shopping budget under control,” said Jegen.
Oliver said that he is ‘incredibly proud and excited’ to be working with Woolworths.
“Together our aim is to inspire Aussies to cook more fresh food from scratch and to have fun with it, all safe in the knowledge that they’re feeding themselves and their families with quality, affordable and local ingredients they can trust,” said Oliver.
“We’ve got loads of great stuff planned that’ll help all you lovely Aussies make some healthier choices and get excited about what you can achieve in your kitchen at home. I can’t wait to get started.”
The announcement comes just two days after rival supermarket chain Coles announced an exclusive deal with British molecular gastronomist and celebrity chef, Heston Blumenthal who will be creating an extensive range of products with a focus on Australian and Indigenous ingredients.