By Bert Zethof

Sometimes you can't see the truth of a matter until you can contrast it with something else.

I took my daughter to an immunization clinic in Langford, BC, today so she could receive the H1N1 flu vaccination. Along with about 500 others, we stood in line in a shopping mall parking lot for three hours on a brisk and rainy day.

The line-up became chaotic because it was split in two at the request of Reitmans ladies wear who did not want the line in front of their store. The security personnel onsite did a poor job of keeping the line organized so people became frustrated, confused and annoyed (Canadians aren't quick to anger) with innocent queue jumpers.

Everytime the line-up impinged on Reitmans' storefront, someone at Reitmans complained to the security personnel, who then agitated the crowd yet again. It was a needless mess.

I started to perceive of Reitmans in a negative way for being so unforgiving of this six hour, one-time-only clinic that is in the community's interest. (I can understand needing to keep the store exit clear, but not the whole storefront).

Then the contrast appeared: Someone from Cobs Bread came to the line-up handing out free baked goods. People were very appreciative of this kind gesture. The contrast between the actions of Cobs Bread and Reitmans was striking.

I wondered the extent to which these two companies had community values as expressed on their web sites. Reitmans' web site listed its values which includes compassion for its community. Cobs' web site showed that the bakery has an extensive community support program.

Evidently, the actions taken by Cobs' employees in Langford today were consistent with corporate values, whereas those of Reitmans' employees were not. Why the breakdown?

I bet that Cobs gained a lot of customer good will today...and Reitmans ladies wear likely lost goodwill, at least it did with me, and I told my wife about it.