Aussie Farmers Direct has launched its first ‘full-line’ grocery store site in Australia, taking on larger rivals such as Coles, Woolworths Ltd, and Aldi.
The new site – The General Store – launched earlier this week in Melbourne and plans to open a second site for consumers Sydney soon. The move builds on AFD’s existing online store, through which it offers fresh produce.
The site offers a full range of FMCG products – including food & beverages, health & beauty, baby care, and household cleaning – and aims to match the major grocers on price, even undercutting them via special deals. Like as with AFD, The General Store will not stock imported products if a locally-produced alternative is available.
CEO Keith Louie said the move offers an alternative for suppliers, adding: “With Aussie Farmers Direct and The General Store becoming the third pillar in the online grocery market, local grocery manufacturers are no longer in the grip of an online supermarket duopoly”.