I have stood by Woolworths Food as a brand! I have been a loyal customer for years. I am one of those consumers who cares about where the food I eat comes from and how it got to my table. I read labels, and I am only as good as what the label says. That means I choose brands I trust as it takes away a lot of noise, to help me live within my value system. Woolworths knows this, as their brand positions high quality food, being ethical in its production and equally as important, being real food. It was their push of the organic food agenda that set the bar very high, to the extent that I actually doubted other retailers when they claimed organic. I accepted that for that, sometimes they will charge me more than Shoprite for the food they sell. I was always happy to pay the premium for that, there is value in goodwill. Having followed the engagement by the Grass Consumer Group team and the Woolworths Dairy Team, I am disappointed, and feel exploited as a consumer by Woolworths.
Sonia De Villiers wrote the article, aptly called "Are We Being Milked"! Long and short, Woolworths claim a lot about their dairy products which is not true. It is not bending the truth, it is blatant lies that get used in their marketing campaigns for advertising purposes AND lying on their labels. The image attached is of a familiar Woolworths bottle of milk, clearly stating that it is produced from cows that roam freely and graze in organic pastures. None of the cows that produce Woolworths Organic milk roam freely or graze in pastures, according to the Grass consumer action group!
I have always accepted that retailers play with words on their labels, as definitions are very loose and regulation minimalist. I did not expect Woolworths to lie, given their values and positioning to the market they serve. The perception most people have, including myself, is that "cream rises to the top". Woolworths know very well that perception is reality, and they exploited that, in turn exploiting their customers.
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