Coles zeroes in on Chinese market with new logo application

Coles has doubled down on its Chinese growth strategy lodging a new trademark as part of its expansion plans to lure more affluent Asian buyers to its meat products while focusing on vegan options locally.

The grocery giant filed a trademark for a Coles logo including three Chinese characters, translating to ‘Customer Australia Market’, earlier this month. The trademark’s goods and services categories included vitamins and supplements, coffee, preserves and meat.

Coles is planning on ramping up its exports to China over the next five years. Credit:Bloomberg

The submission marks a firming of Coles’ long-held strategy for Chinese food exports, which it plans to ramp up over the next five years. China has been one of the supermarket’s largest markets for some time, and Chinese demand for high-quality Australian goods has been increasing.

The company told the AFR in November it planned to open an office in Shanghai by March next year, with goals of selling prime cuts of local meat to middle-class Chinese shoppers.


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