In a bid to capitalise on the “artisanal” trend, fast food companies are craft-washing their mass produced products.
Despite the dominance of Coles and Woolworths, consumers are still choosing to buy their fresh food at local fruit and vegetable shops and farmers’ markets.
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Coles and Woolworths’ representation of “fresh” and “local” food reflects heightened interest among consumers about these values. But they also contributes to concerns about the supply chain.
Fast food philanthropy helps food marketers build a halo around their brand.
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