In November last year Woolworths announced a new PR campaign which they say is to “help children eat their recommended two serves of fruit a day and is part of Woolworths commitment to inspire a healthier Australia.” Yet this "free fruit for kids" initiative has backfired, as customers complain the basket of apples and bananas is unhygienic.
Customers have raised concerns that kids often have dirty hands and encouraging them to touch and eat fruit in-store could spread worms or other infectious disease.
Andrew Roberts, from New South Wales, tells an alarming story. “My mother slipped on a piece of banana at Woollies in Mount Annan, breaking her knee in four places three days before Christmas,” he told news.com.au. “The piece of fruit was part of the kids free fruit campaign.”
The plan was derided as “cheap advertising” and an effort by beleaguered Woolies to “attract families back to their stores.” Last year was labelled a “disaster” for the chain in the face of growing competition from budget supermarket Aldi, after weak sales figures, a rewards card controversy, unpopular ad campaigns and reports of poor customer service and rundown stores.
But other shoppers applauded the plan, with Alex McCowan telling news.com.au: “I don’t think it’s unhygienic. They have fruit sitting there anyway for people to buy and eat. It’s a good idea to get kids to eat more fruit. Food’s expensive, so it helps families.”
The scheme has been rolled out at all 961 stores after nationwide trials, with Woolies expecting to give away a million pieces of seasonal fruit a year. NSW grocery chain Harris Farm Markets has been running an initiative with the same name since 2013.
