Supabarn and The Real Fruit Juice Company fined for misleading customers about origin of juice

IT claimed to have come ‘straight from the farm’ using the ‘freshest quality’ local apples’. The truth was a fair way off.

Supabarn Supermarkets Pty Ltd (Supabarn) and The Real Juice Company Pty Ltd (The Real Juice Company) have each paid penalties totalling $20,400, following the issue of two infringement notices to each company by the Australian Competition and Consumer Commission in relation to representations made about two juice products from the private label range of juices manufactured by The Real Juice Company and sold by Supabarn.

A SUPERMARKET has been fined by the consumer watchdog after apple juice claiming to be made from locally grown fruit was found to contain reconstituted concentrate imported from China.

Superbarn Supermarkets, who have 14 stores across NSW and the ACT, were fined together with manufacturer The Real Juice Company, and were hit with infringements totalling more than $20,000.

The ACCC found statements on the private-labelled juice, such as ‘It’s produced locally using the freshest quality Apples’, ‘Straight From a Farm’ and ‘Made in Griffith’, were misleading and breached Australian consumer law.

Both companies were also fined for misleading packaging on the 2L cranberry juice. Picture: ACCC

“Made in Griffith’ juice was actually reconstituted concentrate imported from China. Picture: ACCC

Both companies were also fined for misleading packaging on a cranberry juice produce which claimed it had no added sugar or other additives despite them being found in the juice.

The Real Juice Company owner Tony Taliano told the Daily Telegraph the issue was a mix up with the labelling of the juices and involved the first shipment of the juices to Supabarn.

He said the company produces different types of juice for different private label customers and each have different requirement.

“It was just an oversight, a label mistreatment,” he said. “They were updated straight away as soon as it was pointed out to us.”

Supabarn also removed the products from shelves as soon as the error was discovered.

“The ACCC is of the view that the labelling of private label apple and cranberry juice was misleading,” a spokesperson said.

Supbarn said they removed the juices as soon as they were alerted to the error.

“Once it was aware of the problem Supabarn immediately withdrew the product from its shelves and fully cooperated with the ACCC.”

ACCC Chairman Rod Sims said the claims were particularly serious given the recent hepatitis A outbreak linked to frozen berry imported from China.

More than 30 people tested positive to the virus that led to the mass recall of frozen berries from Patties Foods.

Mr Sims said it was vital that manufacturers and retailers are open and transparent with their labelling.

“Truth in advertising is a priority area for the ACCC. Consumers should be able to make informed purchasing decisions and not be misled regarding the composition of products,” he said.

“The claims we say were made versus the reality in this situation are very concerning, particularly given recent controversy over the source of some food products.

Originally published as Supabarn and The Real Fruit Juice Company fined for misleading customers about origin of juice