For some time now I have been aware of the disingenuous marketing activities of Woolworths regarding their eco-labelling and mis-information campaigns. I am very appreciative that Woolworths has started down the road of Sustainability and is setting a good example to other retailers with their Farming for the Future strategy but when it comes to duping customers with factually incorrect adverts and labeling, I am apalled. It’s as though the company has a split personality.
This information is filtering faster and faster into the public domain (e.g. http://www.travelwrite.co.za/milking-consumers-over-dairy-claims/ ) and I suggest that you either make a stronger attempt at living up to what you advertise or you apologise and openly aknowledge that you are trying your best and that it takes time to change … and stop your disingenuous marketing activities. What you seem to be unaware of is that once you break the trust of the public it is very hard to get back to the same position again. Don’t make the same mistake that so many international retailers have made. Be different, be humble, be honest. And we will stay with you.
Warm regards,
Laura
Independent Professional in Sustainability Leadership