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Freshly baked Aussie bread made in Ireland

With all the angst about the length of the UK food supply chain it made me smile to read that Coles, one of the largest supermarket chains in Australia, is being taken to Federal court by the Australian Competition and Consumer Commission (ACCC).

The commission alleges that Coles are committing ‘false, misleading and deceptive conduct’ in the selling of their bread.

The goods are sold in many of the company’s supermarkets with an in-house bakery as “Baked Today, Sold Today” and “Freshly Baked In-Store”.

However the ACCC alleges that many of the products are par-baked at a different location before being delivered to the stores.

It also claims that some of the supermarket’s gourmet breads are in fact baked in Ireland.

I guess they are less likely to do unannounced audits as part of their supplier auditing program.

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