Consumer advocates are demanding the federal government guarantee the supply of baby formula amid a spat between Coles and the government over who is to blame for a national shortfall of popular brands.
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The government said it will only intervene as "an absolute last resort" to alleviate the shortage, which has seen parents visit 15 stores in one trip, drive for three hours, and form buy-sell-swap groups, in search of in-demand brands such as Bellamy's Organic, Aptamil and A2 Platinum.
But suggestions that retailers might be to blame for shortage earned a quick rebuke from Coles supermarkets boss John Durkan, who said the government was "simply politicking".
Consumer group Choice's Kate Browne said the government needed to urgently act to ensure parents have access to a reliable supply of baby formula.
"We call on the federal government to put a range of options on the table and to look at solutions put forward in Hong Kong and New Zealand where there have been similar shortages," she said.
Hong Kong has imposed a two-tin limit on travellers leaving its region, and New Zealand has begun enforcing existing laws so that no one without an export certificate can ship formula out of the country.
Singles Day rush
Fairfax Media revealed on Sunday that Bellamy's chief executive pinned the shortage on the world's biggest online shopping event, China's Singles Day. It notched up a record $20 billion in sales on Wednesday.
The event exacerbated an ongoing shortage partially created by profiteers bulk buying formula from supermarkets and pharmacies and reselling them on the grey market, where they can charge five times the price.
China's demand for foreign formula boomed in the wake of the melamine contamination in 2008 that killed six babies and damaged confidence in local brands. Manufacturers, including Bellamy's Organic and A2, have increasingly turned their attention on the lucrative Asian market.
University of New South Wales trade and commercial law lecturer Weihuan Zhou said the shortage had become a crisis.
"As this crisis escalates into a real threat to public interest, the government may step in".
No intervention
But Senator Richard Colbeck, the Minister assisting the Minister for Trade, said on Thursday that government intervention was not a preferred option.
The day before he said he attempted to hammer out a solution with chief executives of Coles and Woolworths
"I have had contact with some of the manufacturers, saying these are some of the issues that we have. But the reality is at the moment is this appears to be a retail issue," Senator Colbeck said at the time.
The minister does not back suggestions to stockpile infant formula in Australia or to follow Hong Kong and New Zealand's leads.
"Well look the Chinese already have import limits in place. That is a 10-kilogram import limit," he told HuffPost Australia..
Different recollection
Coles' Mr Durkan was further at odds with Senator Colbeck over Wednesday's meeting.
"The comments made by Senator Colbeck certainly don't reflect my recollection of our conversation," Mr Durkan said.
"We need to be looking for long term solutions to this problem, not short term point scoring."
He said Coles already had a four tin limit in place but it couldn't discriminate against customers or demand they prove they have a baby to feed.
"We are simply not getting enough formula supplied and we have to service all of our customers," Mr Durkan said.
Greens MP Adam Bandt said in parliament on Thursday that solutions to the shortage must be found.
"We should make time to discuss ways to ensure parents get the formula they need. And I'm pleased the government has said the minister has taken some action and they're starting to meet, but don't let this go until we find a solution," he said.
Choice is calling for parents to report shortages at retailers across Australia via this website.
"We need to collect national information about the shortages and find out exactly where and why they are happening. We'll use any insights to help strengthen our hypothesis that the government and retailers need to act to ensure parents and carers have access to a reliable formula supply," said Ms Browne.
"Babies under one often need formula for nutrition and for some it's their only reliable food source. Consumers need protection so they can ensure their babies receive enough nutrients."