CASE decides only to issue warning to BreadTalk

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http://www.tremeritus.com/2015/08/09...-to-breadtalk/

CASE decides only to issue warning to BreadTalk


August 9th, 2015 |
Author: Editorial



CASE has issued a stern warning to BreadTalk for repacking Yeo’s packet soya
bean milk into BreadTalk bottles marked with the words “freshly prepared”,
giving consumers the distinctly false impression that they are buying “freshly
made” soya bean milk.

The Chinese media had earlier reported a video clip of a staff from BreadTalk
pouring pre-packed soya bean milk into bottles in one of their outlets, that
went viral. The bottles are marked with the words “freshly prepared”, but they
contain pre-packed soya bean milk. It caused an uproar.



The BreadTalk Group apologised for the mis-description and claimed that it
was a mistake. They explained that the “freshly prepared” mark on the bottles
was originally designed for the outlet’s freshly prepared fruit juices. The
staff had carelessly used the bottles meant for freshly prepared fruit
juices.

Seah Seng Choon, executive director of CASE, said:


The questionable practice by BreadTalk is unacceptable. By indicating the
words ‘freshly prepared’ on the bottles, consumers may reasonably be deceived or
misled to believe that the soya bean milk was freshly brewed in-house and
therefore commands a higher value than Yeo’s pre-packed soya bean milk.

Under the CPFTA, the court may award the consumer damages in the amount of
any loss or damage suffered by the consumer as a result of the said unfair
practice.


CASE warned that it would take action should such “flagrant breaches”
continue. CASE has the authority to apply for court orders against errant
retailers to stop unfair business practices.

The apology posted by BreadTalk on its Facebook page reads as follows:


Dear fans and loyal customers,

We’ve heard your concerns over our soya bean beverage sold in stores.

At BreadTalk, your feedback is important to us and we appreciate your input
on how we may serve you better. As a global bakery chain, we source for quality
ingredients and products from established and reputable third party suppliers
around the world, including from renowned local brands to enrich the variety of
products sold at our stores.

We have been selling our vendor’s branded dispenser soya bean beverage at 22
of our outlets islandwide, with the vendor’s brand and product information
clearly labelled for consumer knowledge and confidence.

As part of our improvements to our product line up, the rest of the outlets
are currently in the midst of transiting from bottle sales to the same vendor’s
dispensing machines to convey greater clarity to you, our customers.

We have heard your feedback about our bottled soya bean beverage. We would
like to apologise for any misaligned presentation or wrong impressions created,
and clarify that it is never our intention to mislead.

We greatly appreciate your feedback and will continue to look into improving
our product quality.
BreadTalk Group connected to PAP people

The BreadTalk Group is led by Dr George Quek, a prominent local businessman
who speaks mostly Mandarin and very little English. The group owns the Din Tai
Fung franchise, famous for its xiao long bao (steamed pork dumplings). It is a
well-known fact that Manpower Minister Lim Swee Say loves the toothpicks from
Din Tai Fung so much that he simply can’t have enough of them.
BreadTalk’s board of directors includes Chan Soo Sen and Ong Kian Min, both
ex-MPs from PAP.

It is strange that CASE has decided to simply issue a warning instead of
taking legal action against BreadTalk, considering that Mr Seah has described
BreadTalk’s practice as “questionable” and “unacceptable” and used the words
“deceive” and “mislead”. CASE has not explained the basis of its decision to the
public.

According to the Sale of Food Act, Chapter 283, Section 56(1), Food
Regulations, Part III:

5.—(1) No person shall import, advertise, manufacture, sell, consign or
deliver any prepacked food if the package of prepacked food does not bear a
label containing all the particulars required by these Regulations.
Penalty
261. Any person who contravenes any of the provisions of these Regulations
shall be guilty of an offence and shall be liable on conviction to a fine not
exceeding $1,000 and in the case of a second or subsequent conviction to a fine
not exceeding $2,000.
Does BreadTalk have a case to answer under the Sale of Food Act, administered
by AVA?

Why did CASE not take BreadTalk to court?

What do you think?


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