Inside the Simplot and Woolworths Partnership

The relationship has deepened over many years as both companies focus on value, sustainability and reliable supply. This alignment reflects Woolworths’ broader commitment to value deliverance and fresh food leadership across its network.

Simplot’s Australian journey began in 1995, when the global Simplot Company expanded its footprint locally through the acquisition of iconic local brands such as Birds Eye, Leggo’s, Chiko and Edgell. Over the decades, the business has continued to evolve into a uniquely diverse local manufacturer across vegetables, potatoes, seafood and sauces, supported by five manufacturing facilities in Australia and long-standing partnerships with Australian growers.

Recognition as Woolworths 2025 Own Brand Trade Partner of the Year was a proud moment for Simplot and a reflection of the partnership that has developed between the two businesses. For Bob McVean, National Account Manager – Contracts ANZ Retail, the honour was deeply personal.

As he explains, “This was truly a career highlight, and it brought a smile that has barely left my face. I was especially proud of our broader team because supplying Woolworths Brand products involves hundreds of people across Simplot who work tirelessly behind the scenes.

“These are the unsung heroes who make excellence possible every day. The award also reflects the unwavering commitment of our Australian grower partners. Without them, we simply would not be able to consistently supply such high-quality Australian vegetables. Winning this award has created a real sense of pride across the business and energised us to reach even higher.”

One of the major foundations of the partnership with Woolworths is Simplot’s leadership in Australian grown frozen vegetables. Simplot is the last major processor of Australian grown vegetables in the country, which makes its grower partnerships and local manufacturing capability critically important for the future of Australian vegetable production.

Each year Simplot sources more than 450,000 tonnes of potatoes and vegetables from Australian farms. This supports regional jobs and creates economic value well beyond growers, reaching local transport operators, ingredients suppliers, packaging partners and regional service providers.

Simplot is transparent about the realities of agriculture and commits to complementary imported supply only when a vegetable cannot be grown locally or when severe Australian weather conditions affect yields, a resilience measure that protects availability and value for families until local supply returns. Planning with growers is done years in advance, which gives farmers confidence to reinvest in equipment, water efficiency and soil health, and gives Woolworths greater certainty in forward supply.

In awarding the 2025 Own Brand Trade Partner of the Year, Woolworths also recognised Simplot’s continuous insights for strategic growth, something that stems from the business’ unique visibility across the entire supply chain. Because Simplot is deeply involved from seed to plate, it can see emerging trends or risks early and share insights that strengthen category performance. This includes early signals on weather-related supply pressure, identifying flavour or blend combinations gaining traction with families and mapping long-term category opportunities that add value to Woolworths’ customers. 

Ben Boyd, Head of Commercial, Own Brand Grocery Food at Woolworths comments

“Our collaboration with Simplot enables Woolworths to be the only retailer offering 100% Australian-grown frozen vegetables under the Woolworths brand. Simplot provides continuous insights for strategic growth and is investing in packaging innovation and product development. They remain committed to delivering healthy, convenient, Australian-sourced products.”

As Darren Tendler, Vice President Commercial APAC at Simplot, notes, “Strong insights come from understanding the entire value chain, not just what happens at the shelf. Because we work so closely with growers, our manufacturing teams and our customers, we can see emerging opportunities early and help Woolworths plan for long- term growth. It is a true partnership model and one we are committed to strengthening.”

That end-to-end visibility has also supported innovation in packaging and product development. Simplot has delivered new stand-up bag capability to improve visibility in the freezer and help products stand out more clearly for customers. At the same time, the company is continuing to increase the recycled content in its flexible packaging in line with broader industry efforts to advance circularity and support Australia’s packaging targets.

Product development is another area where Simplot is investing in the future. In recent years, Simplot has invested more than 120 million dollars across its Australian manufacturing network, including major upgrades at the Bathurst and Devonport facilities. 

As the partnership looks to the future, several priorities stand out:

Darren Tendler explains: “We see tremendous opportunity ahead to grow the frozen vegetable category together in ways that create value for both businesses.”

As the next chapter of the partnership unfolds, Simplot Australia and Woolworths remain aligned on a shared vision: Keep Australian-grown strong. Continue innovating in ways that matter to families. Strengthen supply resilience together. And keep building a category that delivers quality, trust and value for the long-term.