Posting on the company's official Facebook page, Sydney man AJ Tennant wrote: “Dear Coles, I noticed you are selling Daffodils for Cancer. You're giving $1 from these $6 bunches to the cause. So how much money does that mean you're making out of cancer?”
His call was echoed by more than 20 others. "I agree with the above comments. Less than 17% of sales donated. Shame Shame Coles," wrote Facebook user Judith O'Brien.
On its website, Coles claims all funds raised in-store from the sales of Daffodil merchandise goes towards the Cancer Council Helpline (13 11 20).
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The supermarket giant ignored calls to clarify the distribution of funds made from Daffodil Day sales on its Facebook page, but admitted its fundraising strategy could use “improving”.
“We've already talked on here about the various ways we help raise money but some of your posts tell us that you think we could do more. Fair enough,” a Coles representative wrote.
“We're happy to look at ways to improve our Daffodil Day campaign, and while this is almost over for 2012, we promise to use your feedback to plan for next year so that those that are affected by cancer continue to get the support they need and deserve.”
Warwick Rounce, Director of Marketing for the Cancer Council, says Coles donates all sales made through merchandise such as pens and badges to the Cancer Council, but the same rules did not necessarily apply to the sale of fresh daffodil flowers.
"They buy the flowers and they guarentee $1 from their sell price [as a donation].
"Our understanding is that they give us any residual profit."
Mr Rounce admitted the Cancer Council did not closely track the funds made from daffodil sales. "We just trust Coles, that they'll do what they say."
"I don't think they'll want us delving into their financial records," he said, adding: "It's not a huge part of our fundraising."
Coles spokesperson Anna Kelly said via email that customers had made an "assumption" over how much was being donated to charity.
"There is a claim on pack around a $1 donation from each bunch of fresh daffodils sold, however once the costs are covered, Coles donates all remaining proceeds to the Cancer Council."
