Coles pays infringement notices for alleged misleading country of origin claims

In a Media Release from the ACCC, Coles Supermarkets Australia Pty Ltd (Coles) has paid six infringement notices totaling $61,200 for alleged misleading representations about the country of origin of fresh produce made in five of its stores between March 2013 and May 2013. The stores were located across Queensland, New South Wales, Western Australia and the Australian Capital Territory.

The Australian Competition and Consumer Commission took action following a complaint that Coles had displayed some imported navel oranges and kiwi fruit underneath price boards reading ‘Helping Australia Grow’ with the triangular ‘Australian Grown’ symbol. The ACCC surveyed a number of Coles stores and found that the signage was also being used in other stores to advertise imported asparagus and almonds.

The ACCC alleges that this signage gave the overall impression that the imported produce was Australian grown, when it was not. The overseas country of origin was correctly identified either by stickers on the produce itself, on its packaging or under the display bin. 

However, the ACCC considered that the relatively small sized stickers or statements were not sufficient to correct the overwhelming impression of the ‘Helping Australia Grow’ campaign imagery that was associated with the sale of the product.

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