While Pick n Pay’s turnaround strategy may be on track, the company still suffers in its reporting from a sense that talking about doing good and positive consumer messages, along with stories about relatively insignificant projects, can serve to build enduring relationships with society.

Real challenges, such as retaining a motivated, skilled and fairly treated workforce, developing supplier relationships, learning from the concerns of its customers, and tackling the obesity crisis, are poorly discussed, poorly monitored and appear not to be incorporated into strategic thinking at leadership level. This lack of maturity in dealing with externalities detracts from an otherwise authentic sounding Chairman in his response to the concerns of the Competition Commission.

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