When Brands Don’t Deliver On Their Promise

Walking through the aisles of Safeway in Prahran, I picked out some choice vegetables for my meal ahead that night and as I picked up a zucchini, my finger was absorbed in slime and sunk into the rotten part of the vegetable. It was disgusting. Not only did I not have a tissue on me, but I was horrified, as was the man standing next to me about to do the same. The whole tray was full of rotten zucchini’s that were soft and damaged.

Rightly or wrongly, I like millions of others, like to believe that Coles, Woolworths and Safeway provide fresh Australian vegetables. Now, I know it’s been on A Current Affair and Today Tonight that this is a myth, but still I like to believe. Afterall, in their advertising, there is always fresh, slightly airbrushed vegetables that look truly delicious.

Last week, I should have woken up. I bought a carrot and the very next day it was so limp, I had to throw it out. Wake up call!!!

There are so many beautiful, fresh vegetables at places like the South Melbourne markets and little local grocers, but yet, we still find it more convenient to buy from chains like Safeway.

They haven’t sucked me in with the loyalty program that they push every single time I make a purchase as I could not be bothered filling it in and as with my experience with Flybuys, I don’t really know what happens next. It doesn’t explain it well enough to me at first point of contact, so it goes in the ‘too hard basket’.

Safeway, isn’t the ‘fresh food people’ and I will push myself to no longer be lazy and continue to give my hard earned money to a company that does not deliver on its brand promise.

Back to the local independent grocer who stands buy their produce and serves you with a smile.

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