Woolworths to sell Australia flags for Olympics after Australia Day controversy

Woolworths is putting Australian flags back on its shelves, just in time for the Paris Olympics.

The move comes just months after the supermarket giant found itself at the centre of a firestorm of controversy when it confirmed it would not stock any Australia Day-specific merchandise ahead of January 26.

At the time, the decision prompted Opposition leader Peter Dutton to urge shoppers to boycott Woolworths and then CEO Brad Banducci was forced to plead with customers to “treat our team with the respect they deserve” after several threats of violence.

In a note to store managers, Woolworths announced a hand-held Australian flag, made from long-lasting materials such as timber and polyester, would soon be available to buy.

“The sale of the locally-made Australian flag is timed to arrive in stores ahead of the start of the Olympic Games,” the note read.

“In selling the Australian flag, we acknowledge that we disappointed many of you and our customers when we decided not to sell Australian-themed merchandise in January this year.

“We have listened and accepted that, as a proud Australian retailer, that many in the community expected us to offer customers the choice of purchasing the nation’s flag when shopping with us.”

Woolworths is the fresh food partner of the Australian Olympic and Paralympic teams.

As well as the flag, Woolworths will release a limited edition range of green and gold bakery products, including a ‘smash cake’ to help celebrate the Olympics.

The flag will be available to purchase all year round and hand-held Aboriginal and Torres Strait Islander flags will be available later this year. These flags will also be available all year round.

BIG W continues to sell Australian, Aboriginal, and Torres Strait Island desktop flags.