Zero flavour

I am now at my wits end! The prices Woolworths charge for fresh fruit is WAY more than any other chain. And the quality of the fruit is appalling! It looks good but has absolutely ZERO FLAVOUR. What is going on?? Just because it says ‘locally farmed’ doesn’t equate to quality!! I want my fruit to taste like the fruit it is! I have wasted hundreds if not thousands of rand on terrible produce from this store.