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Opinion: There’s more to value than low prices

Value is back in vogue. Woolworths CEO Brad Banducci is spruiking frozen peas as the price of fresh fruit and veggies has skyrocketed – and watching shopper behaviour keenly at Woolies’ ‘value’ stores); Kmart has launched “Low Prices for Life” as its “commitment to value”; and Metcash has foregone the bells and whistles at its new value-based supermarket.  So, are we devaluing value by purely equating it with price? The origins of value are from the Latin valere, which means