After a year of contemplation turned activism, Ella has gone on to star in campaigns against Australia’s two largest supermarket chains, Coles and Woolworths. She used to be a frequent customer at these grocery megastores. Once a regular patron of both supermarkets, Ella’s shopping habits have shifted dramatically since she watched an investigative report by ABC’s Four Corners that scrutinized the treatment of staff and suppliers at these major retailers. This realization was the spark she needed to make a change. She started a campaign to connect fellow Australians fed up with the monopolistic practices of Coles and Woolies.
Coles and Woolworths are two of the world’s most profitable supermarkets. There is a massive chasm between their record-breaking profits and the unsustainable wages provided to frontline workers. Public pressure Critics have pointed fingers at BOTH Amazon and Starbucks for enriching shareholders and executives at the expense of treating employees and suppliers well, creating outrage. They have merged their way into becoming some of Australia’s most-distrusted brands. This change is forcing shoppers such as Ella to make more conscious decisions when shopping.
Through her activism, Ella is challenging the industry to adopt better practices to level the playing field for everyone. She decided to boycott every single business registered to Coles and Woolworths. She spends her time at farmers’ markets, independent grocers, and local greengrocer-style stores, convinced that these options are more in line with her values. Ella is even starting to cultivate her own food. This innovative choice is another reflection of her passion for sustainable and ethical consumption.
“Shopping at Woolworths will be a last resort when I can’t find what I need elsewhere.” – Ella
Ella’s decision to exit Coles and Woolworths is bigger than a personal win. It indicates a larger movement among consumers, who are increasingly aware of and concerned by the ethics of corporations. Many individuals have encouraged family members, including elderly relatives, to avoid shopping at these supermarkets in light of their treatment of workers.
In addition, the dominance of Coles and Woolworths throughout Australia had reduced competition in regional and remote communities. As these big box establishments further stretch their influence, local mom and pop businesses are fighting an uphill battle to make it. Those few options available force communities to rely on these behemoths. Most companies are not as angry as they should be at their own business models.
Ella has happy memories of doing her grocery shopping at Coles. She enjoyed tuning in to Coles Radio, which took her grocery shopping experience to the next level. Her motion has shifted completely, now that she’s been educated on the pain point felt by workers and vendors. In fact, the surprising revelations revealed through the Four Corners investigation resonated deeply with her. These experiences caused her to question the blind faith she had in brands who placed profits over people.
By sharing her story and advocating for change, Ella hopes to inspire others to make conscious choices about where they spend their money. The platform she launched brings together everyone passionate about making the grocery industry more responsible. It provides a rallying point for their shared concerns. More consumers are coming on board. That alone might lead to a move from Coles and Woolworths to reconsider how they treat their employees and fix up their relationships with their suppliers.
