Supermarkets have been criticised for using vegetables as the latest weapon in their price war, charging as little as 8p for a 2kg bag of potatoes in an attempt to lure shoppers over Easter.
Asda and Aldi are charging 8p for a 2kg bag of potatoes and Tesco and Sainsbury’s are charging 15p for loyalty card holders, compared with normal prices of about £1.35 or as much as £2.50 for branded Albert Bartlett spuds.
Bags of carrots, broccoli and other vegetables and fruit including courgettes are also included in the promotions.
The president of the National Farmers’ Union, Tom Bradshaw, said, “While promotional activity can help driving sales, it’s important that retailers take responsibility for their decisions to massively discount products and ensure it doesn’t have long term impacts on the public’s perception of true market value and production costs.
“As an industry we need to drive investment to deliver for future food security and the British people who truly value high quality, homegrown food.
"A crucial part of that is a fair and transparent market, where farmers and growers can get fair returns for the risk and capital invested.”
Scott Walker, the head of trade body GB Potato, said, “There is a concern that these prices does not in any way reflect the cost of production and if that puts the sense in consumers mind how much it costs to produce these foods that’s a concern for the future.”
Supermarkets say they bear the cost of the discounts and the prices do not affect the amount paid to suppliers and farmers, adding that discounting can entice more shoppers to try fresh vegetables.
However, Dale Robinson, the head of procurement at Riverford Organic Farmers, which charges £18 each for its fruit and veg boxes including delivery, said heavy discounting undermined the true cost of food production as planting, growing, harvesting and transporting fresh produce could not be done sustainably at such low prices.
“While these deals might seem like a win for shoppers, they create unrealistic expectations about food costs and leave farmers struggling to cover even their most basic expenses.,” he said.
Responding to the allegations, Andrew Opie, the director of food and sustainability at the British Retail Consortium, a trade body that represents all the big supermarkets, said,“Vegetables are a vital part of a balanced diet, and by providing discounts where they can, retailers are supporting healthy eating for all households.
"Retailers understand the importance of a strong supply chain and the need to offer farmers a fair price, while still offering great value for customers.”
