Coles in trouble again over misleading labelling

Coles is in trouble with the Australian Competition and Consumer Commission (ACCC) once again for misleading labelling. The supermarket giant has paid $61,200 for six infringement notices relating to representations about the country of origin of fresh produce in five of its stores.

Coles reportedly displayed imported navel oranges and kiwi fruit directly beneath prices boards that read “Helping Australia Grow” and featuring the ‘Australian Grown’ symbol. According to the ACCC, a number of Coles stores also displayed imported asparagus and almonds underneath similar signs.

The ACCC says these signs implied the produce was Australian grown, rather than imported. While the correct country of origin was indicated either by stickers on the produce itself, on its packaging or under the display bin, the ACCC says these were “not sufficient to correct the overwhelming impression of the ‘Helping Australia Grow’ campaign imagery that was associated with the sale of the product.”

A statement from Coles said, “Coles does not believe that it has contravened any law but has paid the ACCC fines as a matter of practical expediency to avoid a lengthy and costly legal action in defending our position.”

The retailer told the ACCC the incidents occurred due to the relocation of stock within stores without the promotional imagery on price boards being updated. The ACCC said it nevertheless considered action was necessary given that consumers are often prepared to pay extra for Australian-grown produce.