Woolies to keep ‘honest to goodness’

Posted by Nicole Eckersley on 28th March 2011

Honest to Goodness - Woolworths vs Organic Marketing AustraliaOrganic food supplier Organic Marketing Australia has lost its case against Woolworths Ltd over the supermarket giant’s use of the phrase “Honest to Goodness” in a recent marketing campaign.

The Sydney Morning Herald reported on Friday that Organic Marketing Australia, which trades as Honest to Goodness, applied to the Federal Court to stop Woolworths running the A$3m (US$3.1m) campaign until the matter was resolved.

However, the court refused the injunction, urging the parties to consider mediation, rather than taking the dispute to trial.

Organic Marketing Australia said the campaign, which stars celebrity chef Margaret Fulton, is damaging its reputation and wanted it to stop using the phrase “Honest to Goodness”.

According to The Sydney Morning Herald, Woolworths spokesperson Clare Buchanan said: “We remain strongly of the view ‘honest to goodness’ is a commonly-used term which Woolworths and other parties should be free to use. But we continue to be open to discussion with the applicant to resolve this issue.”

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