CEO of Ferguson Plarre Bakehouses, Steve Plarre, has delivered an open letter to both the MD of Coles, John Durkan, and the CEO of Woolworths, Brad Banducci, calling on the supermarket giants to abstain from selling Hot Cross Buns outside of the Easter period.
Arguing that the Easter tradition is diluted by premature promotional activity, the opposition generated by the family operated bakehouse has gained traction among international supporters, with the British Craft Bakers Association stating that this practice “contributes to the Easter season losing significance, and devalues the product”.
This is the second year in a row that the company has denounced the retailers’ practices, with last year’s effort supported by a ‘Not Cross Buns’ campaign which saw the brand raising funds for charity and awareness for their cause through the sales of fruit buns featuring happy faces in lieu of the traditional cross.
“It’s a real shame that we need to bring attention to this matter with something like Not Cross Buns,” said Plarre.
” We truly hope that this year we can get some agreement from Coles and Woolworths to a start date for buns that helps us all keep Easter special. If that happens, the Not Cross Buns will have served their purpose and can go back to being Hot Cross Buns at Easter time.”
The development comes as more retailers expand their offering to encompass an all-year alternative to the Easter staple, which has proven to be a favourite among consumers.