For retail giants like Coles and Woolworths, the message is clear. The public expects these household names to take concrete steps in cleaning their supply chains of deforestation, and safeguarding iconic Australian wildlife and habitat.
Coles & Woolworths: Fix your deforestation problem
It's time for the big supermarkets to go deforestation-free.
While Coles and Woolies are raking in profits, native animals like koalas are still losing their homes to bulldozers and chainsaws for supermarket products like some beef, packaging and timber pallets.
Australia is in the midst of a deforestation crisis. Every day, forests and bushlands are destroyed, wiping out threatened species habitat, accelerating climate change, and flattening irreplaceable ecosystems.
Right now, supermarkets have a critical opportunity to change this.
In 2024, Woolworths made a commitment to go deforestation-free by the end of 2025, but it has since walked back its promise. Not only has it listed beef as a “low risk” commodity despite clear evidence that beef production is the leading driver of deforestation across the continent, but Woolworths is also continuing to use a dodgy certification for its timber and paper products, which won’t stop precious native forests from being logged.
Meanwhile, Coles is out in front. Coles announced a deforestation-free commitment for its own-brand products, and concrete steps to realise it. The supermarket’s target applies to about 85% of beef products. It doesn’t, however, cover the timber pallets used to transport groceries.
With public pressure rising and the spotlight on corporate greenwashing intensifying, there’s no room for delay or empty promises.
Australia’s biggest supermarkets have the power and the responsibility to drive real change for forests and communities. They can be on the side of forest protection, not destruction, and help iconic wildlife like koalas and greater gliders escape extinction.
Coles and Woolworths said they would eliminate deforestation from their supply chains by 31 December 2025, in line with international best practice. Neither supermarket can yet prove its supply chains are deforestation-free.
Coles is starting with its own brand products, but has stated its intention to address the entirety of its “primary deforestation-linked commodities” as a next step within a phased approach. While the supermarket has more work to do, it has started to take some initial steps to trace where its beef is coming from.
Meanwhile, Woolworths doesn’t have a plan to go deforestation-free, and needs to turn its promise into real action.
If Coles and Woolworths still can’t prove their supply chains are deforestation-free, their reputation and supply chains will be at risk. They still risk sourcing from deforested koala and greater glider habitat. Forests need action now.
For Coles that means finishing the job and cleaning up its pallets sourcing.
For Woolworths, it needs to make a plan to go deforestation-free and put it into practice as soon as possible.
Together, we’ll keep holding Coles and Woolies accountable even after the deadline - we won’t stop until we have deforestation-free groceries.
It’s time for Coles and Woolworths to act. Not next year. Not once it’s too late. Now.
Can you help us build shareholder power?
The Wilderness Society is partnering with SIX (Sustainable Investment Exchange) to harness the power of shareholder activism and push Woolworths to go truly deforestation-free. Together, we are building shareholder power to hold Woolworths accountable, ensuring it doesn’t walk back on its commitment to go deforestation-free, but instead makes strong commitments to remove deforestation from its beef and timber supply chains.
Australia’s extraordinary forests and bushlands continue to be torn down every day to make space for beef pastures or to turn trees into low-value timber pallets. Koalas, known by some Traditional Owners as dunggirr, and greater gliders, also called pan’ka, can’t afford to lose more of their habitat. Supermarkets can help these iconic creatures avoid extinction by cleaning up their beef and timber supply chains.
We’re calling on Woolworths to stop backsliding and go deforestation-free now.
Companies care what their shareholders think, so we need Woolworths shareholders to support this campaign!
Do you own shares in Woolworths (ASX:WOW) and want to use them to protect forests?
If you already own shares in Woolworths, you can use your investor power by appointing SIX as your agent to lodge resolutions on your behalf. It’s quick and easy to do: just take a few minutes to fill in SIX’s form.
This information is not investment or financial product advice. The Wilderness Society is providing factual information only and does not make any recommendations regarding any investment, including any investment in Woolworths shares. All decisions made by shareholders are at their own risk. Consumers should make their own assessment, and consider obtaining independent advice, before making any financial or investment decisions.
We're taking action for forests and bushlands!
On the day of the Coles AGM, our volunteers were out in force in front of stores across the country.
status
West End Coles: fix your deforestation problem
West End in Brisbane volunteers demanded that Coles take deforestation off its shelves.
Wynnum Coles: fix your deforestation problem
Wynnum QLD local volunteers outside Coles asking them to fix their deforestation problem.
Randwick Coles: fix your deforestation problem
Volunteers were outside Randwick Coles in Sydney.
Taringa Coles: fix your deforestation problem
Taringa Coles in Qld had volunteers asking them to take deforestation off its shelves.
Ipswich Coles: fix your deforestation problem
Our volunteers in Ipswich QLD have been demanding that Coles take deforestation off its shelves.
Five Dock Coles: fix your deforestation problem
Our volunteers outside Five Dock Coles in NSW.
Maryland Coles: fix your deforestation problem
Our volunteers in Maryland, WA were out asking Coles the hard questions.
Crows Nest Coles: fix your deforestation problem
Coles Crows Nest NSW: take deforestation off the shelves.
Woolworths AGM
We were also at the Woolworths AGM (Nov 2025). Two of our campaigners attended and asked a number of questions to the board regarding their commitments to deforestation, urging them not to backslide on its commitment to go deforestation-free.
In the lead-up to the AGM, volunteers rallied outside Woolies stores nationwide. On the day, our two shareholder resolutions put Woolworths’ deforestation commitment centre stage in front of the supermarket’s shareholders, board and executive.
Social media actions
Survey: Coles and Woolworths expected to lead the way in ending deforestation
Australian consumers are calling for corporate responsibility in forest protection. Here are some key findings from the recent study.
status
Finding 1: Corporate Responsibility
86% of people agree that Australian companies should help protect Australian forests. This statistic underscores the strong public expectation that businesses have a role in forest protection and sustainability efforts. Image: Victoria Jack.
Finding 2: Widespread Concern
82% of Australians see deforestation as an issue that needs addressing. This finding highlights a significant majority of Australians who are alarmed about the threats facing forests and bushland.
Finding 3: Accountability for Deforestation
84% of people believe Australian companies have a responsibility to ensure they are not contributing to deforestation in Australia. This finding reveals a clear demand for corporations to take ownership of their environmental impact and adopt sustainable practices.
Finding 4: Public Scepticism
72% of Australians find it hard to trust the claims companies make about operating in an environmentally responsible way. This statistic reflects a general scepticism towards corporate sustainability claims, highlighting the need for transparency and accountability.
Finding 5: Retailers’ Role
68% of Australians believe retailers should not be selling products that come from the destruction of Australia’s forests. This finding illustrates a strong consumer preference for products that do not contribute to deforestation, indicating a demand for ethical sourcing.
Finding 6: Expectations for Supermarkets
68% of Australians expect Coles and Woolworths to ensure the products they sell don’t come from Australian forest destruction. This statistic indicates high public expectations for major retailers to take actionable steps in cleaning up their supply chains. Image: Victoria Jack.
Finding 7: Trust is at Stake
62% of Australians would trust Coles and Woolworths more if they declared and demonstrated that they no longer sold products that come from deforested lands. This finding suggests that transparency regarding sourcing can significantly enhance consumer trust in these major supermarkets.
Finding 8: Support for Action
61% of Australians would prefer to buy from a supermarket known for its commitment to helping protect Australian forests. This statistic highlights the market advantage for retailers that prioritise sustainability and environmental stewardship in their operations. Image: @nature.inspirit
Finding 9: Supermarkets Must Do More
62% of Australians think supermarkets should be doing more to address deforestation in Australia. This statistic emphasises the strong public expectation for supermarkets to enhance their efforts in combating deforestation, reflecting a widespread demand for corporate responsibility.
Finding 10: Protecting Wildlife Matters
7 in 10 Australians believe supermarkets should do more to protect iconic animals like koalas and swift parrots from extinction. This finding illustrates that consumers expect supermarkets to play an active role in safeguarding Australia’s unique fauna. Image: Cassie Lafferty.
The future is deforestation-free
For companies, eliminating deforestation from their supply chains is not just about environmental responsibility - it’s about addressing their own risks and responding to growing consumer expectations.
Companies that fail to address deforestation in their supply chains risk falling behind, while those that take genuine action stand to gain the trust of an increasingly discerning consumer base.
Supermarkets are increasingly expected to go deforestation-free - by setting science-based commitments, making plans to get there and reporting on progress.
The message from Australian consumers is loud and clear: corporate Australia must step up its game in forest protection. For major supermarkets, this is key to securing their place in a future where action on deforestation is not just expected, but demanded.
