Metcash unites independent stores across Food, Liquor and Hardware for the first time under new ‘Family Founded’ brand platform

9 October 2025 – For the first time in its history, Metcash is bringing together its 11 family-founded brands across Food, Liquor and Hardware, in a national campaign to celebrate the strength, scale and community impact of independent retailers in Australia.

Under the banner ‘Family Founded’, the fully integrated campaign is designed to help shoppers better identify stores that are part of the independent retail network including IGA, IGA Liquor, IGA Local Grocer, Mitre 10, Total Tools, Home Hardware, Cellarbrations, The Bottle-O,  Porters Liquor and Foodland.

This comes as new research from Bastion* highlights the strong affinity Australians have for family-founded businesses:

• – Almost all Australians (95%) have shopped at a family-founded business
• – 1 in 2 Australians have shopped at a family-founded business in the last month
• – Australians support family-founded stores for their positive community impact ie. 80% believe that these stores are more involved in their local communities and 76% say they do more to support local suppliers

Metcash CEO, Doug Jones, said, “As the wholesaler behind Australia’s network of family-founded stores, we back thousands of independents every day, in support of thriving local communities. With 1 in 2 Australians shopping at family-founded businesses in the last month, it’s clear that supporting local remains a strong priority. By bringing 11 of the brands we support together for the first time, we’re showing the strength and value independents can deliver when they stand side-by-side.”

“Family has always been at the heart of the independent retail network. Generations of local families have built businesses Australians rely on every day, and this event is about celebrating their hard work while giving shoppers an opportunity to benefit from their shared success.” 

To celebrate the launch of Family Founded, Australia’s biggest family of family-founded stores, including IGA, IGA Liquor, IGA Local Grocer, Mitre 10, Total Tools, Home Hardware, Cellarbrations, The Bottle-O,  Porters Liquor and Foodland, are uniting to launch Big Family, Big Prizes – a major national promotion.

Over 3,200 stores are participating in the promotion, making it one of the largest store collaborations Australia has ever seen. By spending $25 or more in participating stores in a single transaction, scanning the QR code and uploading their receipt to enter, hundreds of lucky Aussies will have the chance to win daily instant win gift cards. For every $25 spent they’ll also get an entry into the major prize draw to win one of 12 money can’t buy prizes worth up to $275,000 in total.

-ENDS-

*Bastion Insights Survey

This Bastion Insights survey was conducted with an Australian-wide cross-section of 1,005 Australians aged 18+ in September 2025.

Doug Jones, Metcash CEO launches the Family Founded campaign in store