Dairy leaders call on Woolworths to change Hillview cheese packaging

A range of cheap cheese from New Zealand is cashing in on consumers’ taste for Australian produce and concerning dairy leaders.

Dairy leaders are urging Woolworths to repackage its Hillview range of cheese, accusing the supermarket of cashing in on loyalty to Australian produce.

Hillview uses green-and-gold packaging but is made wholly in New Zealand, with the generic cheese brand undercutting Australian-made cheddar in Woolworths refrigerators.

Woolworths currently sells Hillview one kilo blocks at $10.50, compared to $13.90 for its generic brand Australian tasty and $14.95 for a kilo block of Cheer Cheese.

Hillview Cheese is made in New Zealand and stocked in Woolworths supermarkets

The Hillview range includes block, shredded and sandwich sliced-varieties, all with a green-and-gold design.

United Dairyfarmers of Victoria president Bernie Free said with Australia Day just days away, Woolworths needed to commit to redesigning its Hillview Cheese to make its Kiwi origins clear.

“When you’re shopping, most people don’t stop to check the label. They’d see green and gold and say ‘That’s Australian’ and put it in the trolley,” Mr Free said.

“When people see green and gold they think Australian-made. You’ve got all the national sporting teams in green and gold: the Matildas at the World Cup, the national cricket teams, soccer, volleyball, rugby union, rugby league – you name it – green and gold is the Australian national colour.”

South Australian Dairyfarmers Association president Robert Brokenshire urged Woolworths to rebrand the NZ-made cheese line.

“It may be legal, but it isn’t ethical,” he said.

“Of course, people see green and gold and assume it’s Australian cheese, that’s the intention.

“If they were honest, Woolworths would have the silver fern (NZ national emblem) and a black-and-white design. But they don’t, it’s sneaky.”

The cheese package call comes as Australia sourced a record volume of imported dairy produce, with retailers and hospitality attempting to reduce input costs from Australian-sourced dairy.

Last financial year, NZ butter shipments were up 62 per cent; milk imports rose by 74 per cent; and Kiwi ice cream more than doubled during the 12 month period.

But by far the biggest worry for local milk processors was a 33 per cent surge across 2022-23 in NZ cheese imports.

A Woolworths spokeswoman said the supermarket had a larger number of Australian cheese products compared to New Zealand sourced in its Woolworths Own Brand range.

“It’s very common for imagery related to green rolling pastures to be used in the marketing of dairy products,” the spokeswoman said.

“The yellow in the Hillview packaging predominantly comes from the yellow of the cheese in the packet itself, which is visible through clear windows in the plastic.

“The country of origin is labelled on the packaging to help consumers make an informed decision.”