A marketing muppet thought they were being clever by inventing these tags that are displayed in the bread section of the Coles supermarket in the Victoria Gardens shopping centre in Richmond in the inner east of Melbourne. The bread is baked by the bakery in the shop. The shop is in Australia so the product is made in Australia. Yes, that’s quite obvious. Making a promotional story about it is retarded.

colesrichmond Coles supermarket says that Australia is in Australia

Coles supermarket says that Australia is in Australia

9 thoughts on “Coles supermarket says that Australia is in Australia

  • 24 July 2009 at 12:41 pm
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    It’s a little worrying to think that it may actually be possible to buy imported freshly-baked bread. The economics would be startling.

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  • 24 July 2009 at 1:03 pm
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    You know why they’re doing this? The ‘fresh baked bread’ from rival Safeway is actually from the US – don’t ask, it’s retarded. Duncan at Syrup and Tang and Natascha Mirosch on the Courier Mail’s degustation blog have both discussed it.

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  • 24 July 2009 at 2:06 pm
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    As the above article says:

    Made in Australia” may only mean the food was substantially transformed here and that at least 50 per cent of the production costs were incurred here. On labels with the words “local” and “imported”, whichever word comes first indicates the source of the majority of the product’s ingredients.

    Note it doesn’t say “Product of Australia”, which means that “each significant ingredient must come from Australia and all or most of the processing must happen here.” So I still don’t trust it.

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  • 24 July 2009 at 3:52 pm
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    As an aside, can regular commenters to this site not be put in the moderation queue, I repeated what eatnik said, not knowing that the comment was in the queue.

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    • 24 July 2009 at 4:35 pm
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      Neil that’s ok because you added the link and I then added the link to Duncan in Eatnik’s comment.

      I can’t allow unmoderated comments for legal reasons. WordPress can be set to allow comments from people whose previous comments have been approved to automatically appear, but that condition could be exploited.

      I have approved comments from people I distrust and disagree with in the past, because their comments were on topic, and they have followed up with derogatory comments and personal insults that I would not want to go live. Sorry but that’s the way it has to be.

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  • 24 July 2009 at 9:07 pm
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    And I thought it was just someone being literal-minded when the portuguese custard tarts at Safeway were labelled ‘Produce of Portugal’: now I’m not so sure.

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  • 25 July 2009 at 8:55 am
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    You’ll find all ‘freshly baked bread’ is delivered to Coles in frozen little lumps.

    It’s then shoved in a super fast oven and ‘baked’ in 10-20 minutes.

    Where the frozen lumps of quick-bake dough are sourced from is anyone’s guess.

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  • 6 November 2009 at 3:09 pm
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    I feel I need to clear up some misconceptions placed on this blog regarding Coles/Safeway/Woolies etc… No not all bread is delivered in frozen little lumps ..yes some product comes in frozen but this product is unbaked and is still required to be manipulated by bakers instore. This frozen dough is still rested, prooved and completely baked instore. The only process not completed instore is the production of the dough. This is mainly due to the fact that bakers are a dying trade with minimal replenishment of apprentices into the workforce. This is entirely due to the low income offered to experienced bakers. Some product (about 5-10% ) of bread sold is a parbake option – meaning it comes into store frozen and only requires 10-20 mins of baking but these are easily recognisable by their similarities to the products sold as “Bake At home rolls”. They even look the same. These are generally sold in Coles stores that do not have the necessary equipment to produce bread. Maybe if wages werent so minimal companies like coles and safeway etc would be able to offer more fresh instore produced lines but remember if wages are increased so will the cost of the bread you buy….

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