Heavy discounting by leading supermarkets of the vegetables which are a mainstay of the traditional Christmas dinner is “extremely concerning,” the Ulster Farmers’ Union (UFU) has warned.
The farming organisation said it appreciates that promotions on the likes of Brussels sprouts, parsnips, carrots and potatoes currently on offer in many stores may offer “short-term” benefits for shoppers.
But the UFU has also warned that there could be a much longer term price to pay for these discounted vegetable offers because these promotions undermine the “sustainability of local farming”.
Supermarkets
Glenn Cuddy, UFU deputy president, said, “Consumers may appreciate these significant discounts, but we must recognise the hidden cost on the farmer’s end to produce potatoes and veg.
“The rising cost of growing produce has placed huge pressure on farmers, and this type of pricing strategy by the supermarket diminishes the true value of their labour.”
He said “relentless discounting” by major supermarket groups also creates unrealistic expectations for consumers about what it costs to produce high quality, locally grown food.
Cuddy also said that in the run up to Christmas the fact that supermarket groups are heavily discounting vegetables only adds to the “pressure on already tight margins for growers.”
Farmers
According to the UFU many of the supermarket groups claim they “absorb” the financial impact of running discounted promotions on the likes of vegetables.
But Cuddy believes that the experience of farmers “says otherwise”.
“We can’t pretend like these local food discounts don’t have consequences. In the end, it’s the farmers who feel the true impact of reduced prices in supermarkets.
“They are the ones left struggling to manage lower farmgate prices throughout the year.
“We understand promotions can help drive sales and attract customers, but it’s critical that growers are not left footing the bill through unsustainable farmgate prices,” he added.
The UFU has asked some of the major supermarket groups to meet with them in the New Year to discuss their concerns and to appeal to them to support a “fairer pricing approach”.
“Farmers play a vital role in delivering high-quality produce to supermarket shelves, and they deserve to be paid fairly for their efforts,” Cuddy said..
