Coles' fresh-bread claims could be toast      

Date
    February 21, 2014


Coles has defended itself in the Federal Court against claims from Australia's consumer watchdog that it misled consumers about the freshness of its bread.

The Australian Competition and Consumer Commission is suing the supermarket giant for selling its in-house bread under the labels "baked today, sold today", "freshly baked in-store", "freshly baked", and "baked fresh". Often, this bread was par-baked (partially baked then rapidly frozen for storage), Colin Golvan, SC, for the ACCC, told the court on Thursday.

Philip Crutchfield, SC, for Coles, said the company did not deny its bread could either be baked from scratch, baked from frozen, or par-baked. "The purpose of the campaign is to distinguish in-store bread from commercially manufactured bread," he told Chief Justice James Allsop.

Mr Golvan told the court that the quality of the bread was not the issue. "It's not the actual standard or quality, it's the impressions of standard of quality," he said. "For all intents and purposes the bread might be fine."


Mr Golvan said on Thursday that there was "no way a consumer could ascertain whether a product is par-baked or scratch-baked."

On Thursday the court also heard that many Coles bakeries did not actually contain an oven. Mr Crutchfield argued that a "bakery" was where bread and other baked goods were sold and not necessarily the site where actual baking took place.

He also argued that it was legitimate to call bread "freshly baked instore" when most – though not all – of the actual baking took place in Ireland months previously.

Mr Crutchfield said commercially manufactured bread such as Helgas or Tip Top contained preservatives and was often up to 24 hours old when it reached the shelves.

The two-day trial concluded on Friday. Justice Allsop said he would hand down judgment "in the next couple of weeks if I can".

Read more: http://www.theage.com.au/victoria/coles-freshbread-claims-could-be-toast-20140221-337hl.html#ixzz2tyyrO2kV

** A two party system is close to a one party system!! I ask once again:

"Who are the terrorists?"

when was the last time ANYONE smelt fresh bread being cooked?????

there must be two generations out there that have never experienced the magnificent  aroma of fresh baked bread and buns.....

what are they missing...

Quote:


What worries me is why on earth most of the bread would need to be assembled in Ireland, of all places.
I can understand that not every supermarket has its own ovens and might have to truck bread in.
But surely to goodness it would be easier and fresher to have it made at least in the home state.
From scratch.

John Smith wrote on Feb 22^nd, 2014 at 8:26am:



So, a brewery is where beer is sold, but not necessarily the site where actual brewing takes place?

Get your hand off it, Mr Crutchfield.