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In a nation where sports unite people, and national pride runs deep, the availability of Australian flags at major retailers could be a barometer of patriotic sentiment.

After a controversial move earlier this year, one retailer decided to sell Australian flags in preparation for the upcoming Olympic Games.

Woolworths recently decided to sell Australian flags just in time for the 2024 Paris Olympics.

This decision followed a controversy where the retailer did not stock the nation's flag in celebration of Australia Day.

The initial decision sparked a heated debate nationwide—public figures, including former Home Affairs Minister Peter Dutton, criticised the move as 'un-Australian'.

'It's up to customers whether they want to go in and buy the product or not. I think people should boycott Woolworths,' Dutton said following the retailer's decision.

The Australian flags will be available on sale in time for next week's Paris Olympic Games. Image Credit: Pexels/Hugo Heimendinger

Dutton even took to the airwaves and suggested that shoppers should 'take their business elsewhere'.

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Former Woolworths CEO Brad Banducci defended the decision not to sell Australia Day merchandise.

'We all make different decisions on what to stock. We're focused on providing great value on everyday needs,' Banducci stated.

However, the controversy took its toll on Woolworths' reputation.

According to leading corporate reputation management firm RepTrack, Woolworths' reputation ranking across Australia plummeted from the 7th to the 42nd.

Despite the backlash earlier this year, Woolworths took a step to make amends with patriotic Australians.

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In a statement released last Monday, the supermarket announced that in celebration of the upcoming Olympic Games, they would offer locally-made, handheld Australian flags for purchase.

This coincided with their official Fresh Food partnership for the Australian Olympic & Paralympic teams.

These flags, crafted from timbre and polyester, will be available in-store and online throughout the year.

Furthermore, Woolworths planned to introduce locally-made, handheld Aboriginal and Torres Strait Islander flags later this year, which will also be available for purchase.

This significant move acknowledges Australia's diverse cultural heritage and the importance of inclusivity in national representation.

In addition to flags, Woolworths will also sell a limited range of 'Green and Gold' bakery products, including a smash cake to celebrate the Olympic spirit.

These offerings could appeal to customers who want to support the Australian teams festively.

Woolworths' change in strategies came after a challenging retail landscape marked by a cost-of-living crisis and scrutiny from parliamentary inquiries.

Brad Banducci's departure as CEO and the appointment of current Managing Director Amanda Bardwell in September signalled the company's possible change in direction.

As Woolworths attempts to rebuild its reputation and reconnect with Aussies nationwide, the sale of Australian flags could be a game-changer.

It's a nod to the patriotic spirit that often accompanies international sporting events and the Australian pride that comes with supporting homegrown talent.

Key Takeaways

• Woolworths announced that they will start selling Australian flags in commemoration of the 2024 Paris Olympics.
• The flags will be available for purchase all year round, including locally made handheld Aboriginal and Torres Strait Islander flags.
• The supermarket made the decision after becoming the official Fresh Food Partner of the Australian Olympic & Paralympic teams.
• The retailer faced backlash earlier this year after not selling flags for Australia Day, which led to calls for a boycott.

What do you think of Woolworths' latest decision? Will you purchase the flags to support our athletes in Paris? Let us know your thoughts and opinions in the comments below!

 

[duckiedoodle]

Too little, too late

 

[Lizzylou]

I don't buy merchandise that for something like Australia day was probably made in china, great they may want to sell stuff that is now produced in Australia, but it is usually dearer as most products that are "Australia made" are a lot dearer. Also I would think a little to late but I bet people will buy them and the green and gold products. Good luck to them, also remembering people easily forget and will think oh they look good lets buy them.

 

[gollywog]

Utter Bullshit, I agree with duckiedoodle

 

[GrannyJA!]

Everyone is entitled to learn from their mistakes. Unfortunately the opposition leader has not done so. He has failed to realise, after nearly 250 years of immigration, that Australia is and always will be a multicultural country.

 

[Jest]

and everyone is inside watching and waving their flags furiously. How stupid are woolies?

 

[gillianmg]

No.I will not ever buy Australian flag from woolies.I do not forgive or forget.I will buy elsewhere.

 

[freedy50]

I don't buy merchandise that for something like Australia day was probably made in china, great they may want to sell stuff that is now produced in Australia, but it is usually dearer as most products that are "Australia made" are a lot dearer. Also I would think a little to late but I bet people will buy them and the green and gold products. Good luck to them, also remembering people easily forget and will think oh they look good lets buy them.

It says "locally-made, handheld Australian flags". Maybe China is local?

 

[freedy50]

I won't be buying any Anzac stuff from anywhere. I'll only be at home all day. Dont need to wave flags there. And cant even go to local shopping centre as it seems all the stores will be closed.

 

[Ezzy]

I see this as a case of WHAT'S IN IT FOR ME (W.I.I.F.M.).

YOU CAN BE SURE THERE IS MORE THAN WHAT WE ARE BEING TOLD.