Farm lobby groups are urging shoppers to boycott Coles after the supermarket giant lent its support to an animal rights group.
Coles has agreed to sell fundraising shopping bags on behalf of Animals Australia at 500 supermarkets nationwide.
Animals Australia has produced 15,000 bags and if all are sold the group will raise $4,500.
The shopping bags are donned with the slogan "we believe in a world without factory farming".
The National Farmers' Federation (NFF) says it is extremely disappointed that Coles would partner with the group.
In the letter to Coles, NFF chief Ian McLeod said there is "no doubt that this action will only serve to harm Australian farmers".
Andrew Spencer, who heads up Australian Pork Limited, the lobby and marketing company for the pork industry, agrees.
"It actually shows a high level of hypocrisy for a major meat retailer to be working with an organisation that has an anti-meat agenda," he told The World Today.
"For an Australian pig farmer, the notion that Coles wants to run a campaign to raise funds for Animals Australia is an absolute outrage.
"Animals Australia is an organisation that is running a campaign against my industry, against the pork industry in Australia, and that campaign's propaganda targets nothing less than destroying our industry.
"Every dollar that Coles helps Animals Australia raise will be turned into a bullet that will be fired back at Australia's livestock industries, because ultimately Animals Australia is an organisation that sees a meat-free world."
It is an accusation which Animals Australia denies.
It says it is not anti-meat but is instead anti-animal cruelty, and exists to represent animals.
Coles defends animal welfare campaign
Coles has defended its short-term partnership with Animals Australia.
"We're working with Animals Australia on welfare campaigns to improve the welfare of animals in the supply chain," spokesman Jon Church said.
"We've led the way on a number of our brands, with sow-stall-free pork, with cage-free eggs, coming out of our Coles brand.
"We know our customers care very deeply about that issue."
Mr Church says just because the company is selling shopping bags for Animals Australia, it does not mean that it supports the group's overall agenda.
"Obviously we're big supporters of livestock farming, without our Australian livestock farmers we wouldn't have a product to sell to our customers," he said.
WA farm group says move will have no impact
Not all farm groups are supporting the boycott, including the Pastoralists and Graziers Association (PGA) of Western Australia.
PGA president Rob Gillam says he does not agree Coles's move will impact farmers.
"I don't think that that's going to have any effect whatsoever," he said.
"We are starting to see more of these types of relationships... and at the end of the day our live export industry will continue on.
"I don't think that the fact that Animals Australia is entering into a relationship with Coles is really going to have any real impact on farmers."
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