You know what the average shopper at Coles Supermarket fears? Robots. Giant robots who touch their food. This secret informs their latest sleight of hand that boasts that their home delivered food is “Hand picked, hand packed and hand delivered”.

Screenshot from http://www.coles.com.au/Shop-Online.aspx/ (full page, 28 June 2012)

This was originally spotted in the wild by Harvest Feast, adorning Coles’ Tasmanian delivery vans.

Coles’ food is however, picked and packed by giant robots at some point in its journey from factory to you. Here’s the video of that happening:

SSI Schaeffer, who installed the systems, are quite proud of their achievements. From their press release:

Automated picking solutions at Coles’ two national distribution centers align with the companywide strategy to deliver store-ready stock more efficiently. Supply Chain Review goes inside the Melbourne facility to inspect the world-class system. At least part of the supply chain transformation of supermarket giant Coles is being handled not by people, but by robots. Automated picking solutions at Coles’ two key national distribution centers (NDCs) in Sydney and Melbourne are, according to the retailer, providing significantly improved store-friendly deliveries while minimizing end-to-end supply chain costs and making warehousing operations safer and more efficient.

(emphasis is mine)

Moreover, almost all of the processed food that goes into Coles’ deliveries was picked and packed by robots (or at least, some automated system) at the original manufacturer. So why the sudden bout of robophobia from one of Australia’s supermarket duopoly?

Welcome to the coopting of handmade. Western luxury is no longer defined by owning perfect objects but by having the time to select pieces that display the tell-tale imperfections of the human hand. It’s what you probably stare longingly at on Pinterest. Just like “artisanal” before it, now well dead and obituarised by The Atlantic, major corporations now battle to appear as if real humans touched their things and by doing so, render the terms meaningless.

I’m no longer certain whether any of these terms are redeemable, but at the very least, we can point out the most egregious of lies.