Woolworths off the hook over Jamie Oliver marketing campaign

The Australian Competition and Consumer Commission has closed the case on claims that suppliers were unfairly pressured to pay for the Jamie Oliver sensory sticker promotion.

ACCC chairman Rod Sims told the Australian Farm Institute Conference in Melbourne that according to the watchdog's discussions with the 200 suppliers over the voluntary charge, no laws had been broken, as reported by ABC Online.

Woolworths launched a range of sensory stickers and sticker album collectables featuring UK celebrity chef Jamie Oliver.

"The ACCC has not received any evidence that suppliers were unfairly pressured," Sims said.

"It is also important to close the public record where an investigation has been referred to in the public domain but not ultimately actioned for absence of evidence."

"I also raise this matter to underline the importance of witnesses coming forward to inform the ACCC about conduct of concern."

Ausveg and independent Senator Nick Xenophon alleged in June that vegetable growers were asked to pay 40 cents per crate of produce they sold through Woolworths.

They said at the time that growers around the country are frightened that if they do not comply with these requests to fund the campaign, their business will be blacklisted and they will start to receive fewer orders for produce, or be struck out altogether.

Ausveg has since said it stands by its claims that Australian growers did feel pressure to contribute to the levy.

“We know this to be the case because leading growers from around the country approached us with their concerns, and that’s why we went public,” said Ausveg spokesperson Andrew MacDonald.

Sims said that if new evidence is found the case can be reopened.

"The ACCC is able to reconsider if other supplier experiences come to light, but the initial allegations have not been supported by our enquiries to date."