zucchiniOn a trip to the supermarket after work yesterday to buy a few groceries for dinner, I discovered something I wish I had not.
Safeway - NOT the fresh food people


Walking through the aisles of Safeway in Prahran, I picked out some choice vegetables for my meal ahead that night and as I picked up a zucchini, my finger was absorbed in slime and sunk into the rotten part of the vegetable. It was disgusting. Not only did I not have a tissue on me, but I was horrified, as was the man standing next to me about to do the same. The whole tray was full of rotten zucchini’s that were soft and damaged.

Rightly or wrongly, I like millions of others, like to believe that Coles, Woolworths and Safeway provide fresh Australian vegetables. Now, I know it’s been on A Current Affair and Today Tonight that this is a myth, but still I like to believe. Afterall, in their advertising, there is always fresh, slightly airbrushed vegetables that look truly delicious.

Last week, I should have woken up. I bought a carrot and the very next day it was so limp, I had to throw it out. Wake up call!!!

There are so many beautiful, fresh vegetables at places like the South Melbourne markets and little local grocers, but yet, we still find it more convenient to buy from chains like Safeway.

They haven’t sucked me in with the loyalty program that they push every single time I make a purchase as I could not be bothered filling it in and as with my experience with Flybuys, I don’t really know what happens next. It doesn’t explain it well enough to me at first point of contact, so it goes in the ‘too hard basket’.

Safeway, isn’t the ‘fresh food people’ and I will push myself to no longer be lazy and continue to give my hard earned money to a company that does not deliver on its brand promise.

Back to the local independent grocer who stands buy their produce and serves you with a smile.

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Mellissah Smith

Mellissah Smith is a marketing expert with more than 20 years experience. Having founded and built two successful marketing companies internationally, she is well recognized as a industry thought leader and innovator. Mellissah started her career working with technology and professional services firms, primarily in marketing, public relations and investor relations, positioning a number of successful companies to list on the various Stock Exchanges around the world. She is a writer, technology developer and entrepreneur who shares her thoughts and experiences through blogs and written articles published in various media outlets. Brag sheet: #2 marketer to follow on Twitter (2003), Top 150 Marketers to Follow (2015), Top 10 innovative marketers (2014), 60K+ followers on Twitter with 97% authentic.

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