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Here he goes again. Head of brand and insights Charlotte Findlay takes the stage. And that was proven recently when it was judged to be the best value brand in the country. And the two latest spots reaffirm that. And he recently peeved off a few militant vegetarians and upholders of political correctness with a recent Meat Week ad. But rather than bow down to the vocal minority, as often seems to be the case these days, DraftFCB and Foodstuffs had a bit of fun instead and decided to placate the flesh avoiders with a modified version.
And it has heightened expectations that it might actually do something about that, by its talk of potentially forcing supermarkets to structurally separate or sell off stores. Fortunately for the watchdog, that is not really its problem though. The obvious course of action for the commission would be to recommend the new mandatory code setting out how supermarkets should deal with suppliers and also tackle the easy issues such as land covenants.
Then it could recommend to the Government that if it wanted to go further, it could consider structural separation, or a new state-owned supermarket chain even, and thereby simply pass the hot potato back to the politicians who asked for the market study in the first place.
The only alternative would seem to be for the commission to find some other way to ratchet-up the pressure on the supermarket chains to make a bigger voluntary move. The only credible threat I can think of would be for the commission to suggest chucking some new bitter pill into the supplier code. But supposing the commission went a bit further than the Australian Competition and Consumer Commission and recommended supermarkets would risk big fines if they impeded their suppliers from selling direct to the public at the same prices that they were selling to supermarkets at wholesale?
But to be clear, what I am suggesting here is that such exclusive arrangements might simply be disallowed. Or maybe the Commerce Commission will come up with some better ideas of its own. Supermarket study hits a brick wall with New World, Pak 'n Save owners response. Tom Pullar-Strecker , Sep 15 Commerce Commission chairwoman Anna Rawlings presents the commission's draft report into the grocery sector in July.
ComCom commissioner John Small said in July that the regulator was not playing a game with supermarkets.
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