Under Wesfarmers’ ownership, a new management team led the turnaround of Coles, to restore pride in the Coles brand and developed a six-point plan to give the people of Australia a shop they trust, delivering innovation, quality, service and value.

Coles invested in significant changes to improve the customer experience, including the roll-out of new-format stores, lowering prices as part of its ‘Down Down’ campaign and investing in its team members to create a culture of selling and serving with personality. From 2010, Coles launched a series of animal welfare and responsible sourcing initiatives, including phasing out sow-stalls for pig farming, providing hormone free beef and committing to cage-free Coles Brand eggs.