Murray River Organics (MRG) has secured a $2.3 million deal with Woolworths, which will see five new branded products launch across 600 stores from August, as well as an additional four seasonal products in the lead up to Christmas.

The partnership follows on from MRG’s breakfast category expansion into Coles announced in June, which is expected to generate around $5 to $6 million in revenue per annum.

MRG’s expansion into the retail sector continues with Woolworths, as the company looks to further diversify its organic retail offering with nine products to be available in stores by the end of the year.

MRG CEO Valentina Tripp said that the company was delighted to partner with Woolworths for the new product launch.

“Our partnerships with Coles and Woolworths follow significant investments over the last 12 months to develop the Murray River Organics brand proposition aligned to our strategy and purpose. We are building a brand which is authentic, has integrity and delivers accessibly priced organic products to Australian consumers,” said Tripp.

“The demand for clean, sustainable, healthy organics products is on the rise with the global pandemic further accelerating this growth. Consumers are more aware of the provenance of their purchases and demanding that our food system is transparent, sustainable, and ethical. It is important to our staff, growers, and partners to be part of transforming our global food systems.

MRG further announced it was in the next stage of its Project Magnum – a new pilot development to grow organic oats on its Nangiloc, Victoria property. The company plans to grow 30 hectares of plantings for its branded muesli range, expecting “to sow our first crop in 2021,” said Tripp.

Around 65 per cent of Australian households are buying organic product or produce annually, with an annual growth of five per cent, while the global organics market is estimated to be worth $100 billion.

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