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Woolworths Stock Feed for Farmers program

Seftons was contracted by Woolworths to support the expansion of the Woolworths Stock Feed for Farmers program, part of the supermarket’s broader food rescue and recycling commitment and supporting the company’s goal to reduce and re-purpose surplus food no longer suitable for human consumption investment.

Seftons coordinated a stakeholder engagement and media outreach program to raise awareness of the program and encourage farmers to apply for additional stock feed through the national program. The Seftons team developed a stakeholder engagement and media launch program including the identification of industry and sector advocates for the program; a media pack including key messages, Q&A for general distribution and website, risk mitigation and issues preparedness Q&A for internal use only, national media release, audio news release; and a case study profile. The level of media interest and take up of the story was high with major agricultural publications covering the story and Fairfax syndicating across key titles. The audio news release was picked up widely across agricultural and mainstream radio stations with the inclusion of key messages and a link to the website for more information on the program. The program continues with a state by state case study roll-out demonstrating local success of the program in areas across the country.