Quality Bakers Australia, a subsidiary of Goodman Fielder, is under investigation for the alleged misrepresentation in its latest marketing campaign, which is running between 17 March and 1 June 2001.
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The Australian Competition and Consumer Commission (ACCC) brought an action in the Federal Court, arguing that the company had breached the Trades Practices Act. The larger campaign material promised that consumers would be automatically making charitable donations to babies at Canberra Hospital by buying the “Buttercup” bread loaf. The small lettering on the product labels revealed strict conditions for the A$0.30 per loaf corporate donation however, that would only be made on loaves sold beyond average sales.
Troubled parent Goodman Fielder has agreed to cooperate with the ACCC. The case continues.
