How much fun is this? Woolworths' market research has identified that the public don't believe the product is Australian and don't believe it's fresh. I expect that what we will see is a hit parade of half truths and bullshit, from both sides.
Take for example the "No added hormones" claim - the ultimate "non benefit". Nobody in Australia puts hormones in beef. Still, if Coles make the claim and own the perception, then they win that little battle. Who cares if it's based on bullshit?
And Woolies just announced that they will be bringing back the butcher shop. You know - pulling down the walls to show the guy pulling the side of lamb off the hook and running it through the bandsaw? Problem. It rarely happens in supermarkets. Reason: boxed meat and case ready.
But one thing for sure. There is no butcher in the back with hanging sides of beef or lamb in this system.
Boxed and case ready meat is a brilliant system. It's the perfect system. I can't see the supermarkets going back fifteen years, or the 25 back to hanging carcasses. I suspect that if you see a hanging carcass or hear a whining bandsaw in either of the majors it will all be serving to alter your perceptions. And it won't be the way that most of the meat on the shelf is getting to you.
There are many businesses who do this for you for real - even large supermarket groups - but have the courage to be an informed consumer. Look for the sealed case ready pack, and be aware of the boxed meat system. Then make, and own, and informed decision.