Independent South Australian supermarket group, Foodland, is bulking up its leadership team and has appointed an Adelaide-based brand agency to strengthen its market position as competition in the state’s grocery sector heats up.

Foodland has appointed Christopher Villani as marketing manager and Sarah Armstrong as merchandising manager.

It has also signed on with Adelaide-based brand agency kwp! as it ramps up its advertising and marketing strategy.

The moves come ahead of Aldi’s entry into the South Australian market next year.

Foodland’s CEO, Con Sciacca, said the new appointments helped strengthen the group as it faced increased pressure from the established supermarket chains and the arrival of new competition from overseas.

“Foodland has about a third of the supermarket spend in South Australia and will be looking to increase that further in coming years,” Sciacca said.

“We have a unique focus on South Australian growers and producers which differentiates us in the market place and has enabled us to build up a loyal customer base.

“These new appointments are about highlighting our unique strengths and our commitment to the state.”

Sciacca said Foodland was excited about the period ahead as new competition brought with it increased focus on the supermarket sector.

“We believe when shoppers weigh everything up, Foodland will continue to be a very attractive proposition,” he said.

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