United Dairyfarmers of Victoria calls for better butter labelling

Kiwi butter is a popular price point option for generic supermarket brands. But the labels aren’t as clear as the Australian made competitors.

Supermarkets need to clearly label imported generic products as prominently as they proclaim Australian-made, a dairy lobby leader says.

Earlier this month, The Weekly Times revealed how New Zealand-made butter is edging out homegrown equivalents in generic sales.

Both Coles and Woolworths are selling 250 gram blocks of New Zealand-made butter at $3.70, although the country-of-origin is not prominently branded.

New Zealand butter is gaining a greater presence on Australian shelves

The retail arch rivals also stock identically branded Australian-made 250g blocks, priced $4.30. The slightly more expensive butter takes up less shelf space at both retailers.

United Dairyfarmers of Victoria president Mark Billing said the Australian-made butter had its country of origin prominently displayed.

“With the New Zealand generic butter, it’s not immediately clear it’s from New Zealand,” Mr Billing said.

“The generic butter from Australia has ‘Made in Australia’ written right on the front. Not many shoppers are checking out the fine print but many of them do want to buy Australian made where they can.”

The packaging conforms to country-of-origin labelling rules, as stipulated by the Australian Competition and Consumer Commission.

However, Australian generic butter is promoted on the front of both Coles and Woolworths generic butter ,while the NZ-made equivalent only makes mention of its origin on the back of the label.

A Coles spokesman said the New Zealand produce was just one of several butter options on supermarket shelves, with Australian made also available.

A Woolworths spokesman also said the supermarket wanted to provide price point options for thrifty customers.

Generic yellow spreads — either butter and oil blends or straight margarine — are mostly Australian made.

Both Coles and Woolworths stock what they call either “dairy spreads” or “dairy blends” which are majority Australian sourced.