Friday, April 19, 2024

Woolworths captures spirit of Australian farmers in new podcast series

Woolworths is giving customers a behind the scenes look into Australian farming communities in a new podcast series, hosted by Sunrise presenter Edwina Bartholomew.

Available now, each episode of From Grassroots will explore the stories of six regional farmers who have taken risks to pursue or innovate their passion of farming.

Edwina Bartholomew, who was born in Whyalla, South Australia and owns a farm in Central West NSW, brings a warm and honest approach to the series. Edwina regularly uses her television platform to champion local businesses and regional Australia, particularly those who have been impacted by natural disasters.

From Grassroots podcast series features the stories of:

  • Jimmy Kalafatis, Victorian pear farmer
  • Andrew Smith, Tasmanian organic apple farmer
  • Lynda Harding, West Australian organic stone fruit, citrus, and vegetable farmer
  • Jason Riley, Victorian dairy farmer
  • Mark Kable, Tasmanian broccoli, cauliflower, and carrot farmer
  • Jake Brooks, Queensland pineapple farmer.

Woolworths Chief Marketing Officer Andrew Hicks says: “As today’s fresh food people, it’s important we showcase the critical role farmers play in helping feed millions of Australians everyday.

“We are privileged to work so closely with Aussie farmers right across the country and regularly hear their stories of perseverance and innovation. From Grassroots allows us to share these stories directly with customers and celebrate the role they play in helping Australians eat fresh every day.

“We know many of our customers have never visited a farm, so we hope providing an easy to access podcast series will help offer them a better understanding of where fresh food comes from and the incredible people who supply it.”

From Grassroots host Edwina Bartholomew said: “Australian farmers have always held a special place in my heart. I first worked with Woolies on the Buy a Bale campaign. We toured regional Australia and shared some of the stories of hardship and mateship during the drought. Even at the height of the crisis, I found farmers were willing to invite us onto their properties and into their homes to share their stories.

From Grassroots is a chance to celebrate that resilience and also highlight some of the most innovative and interesting growers in the country. Whether they’re carrying on a family legacy or starting from scratch, these farmers’ stories capture the essence of Australia and the extraordinary effort that goes into putting food on our table.”

The podcast also features a mini story in the middle of each episode, highlighting a Woolworths team member who regularly demonstrates an extra level of care for customers.

All six podcast episodes are available now on Apple, Spotify, and other major podcast providers.

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