The Australian Competition and Consumer Commission has imposed a fine of $61,200 on supermarket chain, Coles for allegedly misleading its customers about the country of origin of some of its fresh products.

The ACCC said in a statement that it had issued 6 infringement notices to the company following complaints made in five of its stores between March 2013 and May 2013. The supermarket had displayed imported navel oranges and kiwi fruit with price boards that read `Helping Australia Grow' with the triangular `Australian Grown' symbol.

"Consumers should be able to rely on the accuracy of claims about food, particularly when they are prepared to pay a premium for products made in Australia. Misleading country of origin claims can also have a significant impact on the competitive process and hurt the local economy," said Rod Sims, chairman of the ACCC.

The company responded by saying that it has reviewed the notices but believes that it has not broken the law by using generic claims about the products but has paid the fine due to expediency.