VICTORIAN farmers have called on the Coles supermarket giant to dump the “We Never Freeze, We Never Thaw” slogan from its new fresh fruit and vegetable marketing campaign.
The Victorian Farmers Federation said it is concerned the slogan creates the perception that some Australian fresh fruit and vegetables have been frozen and thawed before hitting fresh produce shelves.
“Nothing could be further from the truth. Fresh produce is exactly that – fresh produce from Australian farmers delivered to the supermarkets and your local green grocer in peak condition” VFF Horticulture President Sue Finger said.
“Australian fresh produce has always been sold fresh. Anyone who tries to undermine that image for the sake of market advantage is under-selling Australian growers.”
Coles the “We Never Freeze, We Never Thaw” slogan appears in Coles print, TV and online promotions as well media releases.
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