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Beyond Branding is written by members of The Medinge Group

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August 03, 2005

Tale of three Trees 

Bought three bottles of Citrus Tree from Pak ’n’ Save in June. Two of them are off, despite expiry dates of February 2006. I know this is more trivial than the posts that my fellow authors have made here, but it makes me wonder: where are the oranges from? What safety processes are there? What can Citrus Tree do to reassure me that this won’t happen again? My immediate action is to take back the juice, but whether word will ever get back to Citrus Tree is another matter. I will write, but for those who say that there’s a level of product homogeneity and quality today, I say, ‘Cobblers.’ At this rate, some commodities won’t need brands. Just open the top and smell which ones pong.
   Incidentally, the last bottle I took back leaked on to my car seat. I’m surprising myself as to my calmness.
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