FRUIT and vegetable growers have demanded Coles dump its new ad slogan, which claims it never freezes or thaws fresh produce.
The supermarket's "We never freeze, we never thaw" slogan features in a new produce marketing campaign, which also promises new low prices.
But the Victorian Farmers Federation said the slogan created the perception that some Australian fresh fruit and vegetables have been frozen and thawed before hitting fresh produce shelves.
"Nothing could be further from the truth," VFF horticulture president Sue Finger said.
"Fresh produce is exactly that - fresh produce from Australian farmers delivered to the supermarkets and your local greengrocer in peak condition.
"Anyone who tries to undermine that image for the sake of market advantage is under-selling Australian growers."
Coles rejected the VFF's call.
"Many Australians mistakenly think that fresh produce is sometimes frozen and then thawed, which is why we set about dispelling the myth and showing how we often get our fruit and vegetables from farm to store in less than 24 hours," a spokesman said.