Woolworths

The Woolworths Group includes Woolworths Supermarkets; Caltex Woolworths fuel; liquor outlets BWS, Dan Murphys, Cellarmasters and Langton’s; general merchandise retailer Big W and ALH which operates 323 licensed venues and over 537 retail liquor outlets across Australia.

Woolworths supermarkets has used the slogan ‘fresh food people’ in one form or another for the last 30 years.  They claim that 96% of their fresh fruit & vegetables are locally grown, 100% of their meat is Australian and that there are 3490 large and small Australian businesses that supply Woolworths with fresh food.

Passionfruit are sold either by the piece or pre-packed in string bags. 

This image below is reproduced from woolworths.com.au with thanks – notice how the fruit are shown as slightly wrinkled.  Imagery like this about fresh fruit helps to shape consumers expectations of what is ‘good’.