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The CEO of Woolies sole reason for existence is to "maintain shareholder value" (being a public company). If "lack of choice" increases profit, the CEO is required to comply, its his job. The board hires the CEO and specifies his task (as above). The board is made up of major shareholders, including superfunds. They also exist to serve investors (including you, via your super fund).
The only solution, is for you to write a letter to your super fund and DEMAND a lower profit, increased product choice, and of course lower payout on your super.
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