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I think Aeron hits the nail on the head, people in general don't care, the perception of choice has become so blurred with price, that when aldi sell a premium product for £3 people think they are getting the premium product, regardless of quality/provenance. On provenance - this is USP for you Aeron, what have you done to sell this concept to your consumers more - to sell the story of where stuff comes from and why your product is different - this is definitely something some people are interested in?

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