Coles has launched a partnership with Crime Stoppers Victoria in a bid to stop violence against supermarket workers.
It comes as CCTV footage reveals shocking incidents of assault and violence against workers, with one clip showing a worker being thrown to the ground and dragged by a shopper.
The attack only stopped once bystanders intervened.
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Coles' state general manager Chris McKellar said the shocking footage is a sad reality of the experiences workers face.
"The incidents our workers face in store are awful," he said.
"Anything from spitting, to hitting, petty crime we see on a day-to-day basis."
New stats reveal retail theft is climbing in Victoria, rising by 6.1 per cent in the last year, with over 41,000 incidents recorded.
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The partnership between the supermarket giant and the state's crime watchdog will educate Victorians on gift card scams, organised retail crime, and how to de-escalate harmful behaviour.
It is designed to raise awareness of the risk retail workers face.
"[It's] important to remember retail workers are mums and dads, bros and sisters, aunts and uncles," McKellar said.
"They deserve the right to get out of bed each morning, go to work and be safe."
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