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ALDI named as Australia’s most trusted brand

ALDI-Belmont-Landini-AssociatesDiscount grocer ALDI has been chosen as Australia’s most trusted brand for the second year in a row.

The latest survey by Roy Morgan Research has revealed the country’s top 10 leading brands with ALDI, Bunnings, Qantas and ABC leading the pack.

“We are delighted that Roy Morgan has named ALDI the most trusted brand in Australia for the second time in a row,” said ALDI spokesperson to Inside FMCG.

“It’s a testament to the unbeatable value we offer Australian shoppers as well as our ongoing commitment to doing the right thing for our business partners, customers, employees, the community and the environment.

“We’re proud of the trust Australians have put in our business. Everything we do is designed with one purpose in mind – to provide our customers with the highest quality products at the best possible prices.”

Roy Morgan Net Trust Score Survey conducted in July showed that ALDI, Bunnings and Qantas retained their spot in the top five most trusted brands since October 2017.

Nowhere is a high level of trust more important than when it comes to the provision of the food we eat,” said Roy Morgan CEO Michele Levine. “ALDI’s ability to excel at its core competencies has built a level of trust in the Australian market without at the same time attracting the degree of distrust seen by its rivals.”

The discount grocer has upped its game with its fresh food offering and renovations of its supermarket interiors. Its rivals, Coles and Woolworths, need to develop their own strategies to reduce shopper distrust, Levine said in July.

“While we’re honoured to be named Australia’s most trusted brand once again, our commitment to the highest standards means we’ll never be complacent. There is a responsibility that comes with being the most trusted brand in Australia, so we are constantly working on how we can continue to improve our offering and support our people, customers, community and planet,” added an ALDI spokesperson.

In a statement about the recent survey results, Levine used social media giant Facebook as an example of how distrust among consumers impact on brand value.

“After all the accusations of fake news, international political interference and the Cambridge Analytica data privacy scandal, users, employees and advertisers jumped ship. Facebook’s distrust score catapulted it into the number one ranking on the Roy Morgan top 10 most distrusted media brands, and into the top ten most distrusted brands in Australia. Facebook’s earnings dropped and its share price plummeted, wiping $US145 billion off its market value,” she said.

Since October last year Roy Morgan has asked more than 10,000 Australians to nominate brands they trust and brands they distrust.

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