Monday, March 1, 2010

Wine Shelf-Talkers: Consumer Aid or Consumer Fraud? (update)

Last night I took Fresh Market to task for deceptive advertising. I followed up my blogged complaint by, once again, calling the company. This time I managed to get to the right person. I spoke to Fresh Market’s Merchandising Coordinator for Beer & Wine. He agreed that there was no excuse for the deceptive shelf-talker. Interestingly, he noted that Fresh Market stores are not supposed to use winery-supplied shelf-talkers either. He told me that Fresh Market’s regional or district manager was going to be in the store today and would make sure that the shelf-talkers in place were accurate. He was very polite and clearly understood the seriousness of the issue. For that I give him and Fresh Market credit.

In some ways, this reminds me of my complaint to Regal Cinema (and the follow-up with Pixar).

I admit it: From time to time, I can be a real pain in the ass. But when I see something that is fundamentally wrong, I have no problem saying so and calling to task those responsible. By the same token, when things are fixed, it becomes my responsibility to say so. I’ll try to stop by Fresh Market later this week to see what sorts of changes have been implemented.

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