Easter Bargains for Shoppers, But What About Growers?

While several supermarkets are offering discounts on vegetables this Easter, Farmers Guide has investigated the consequences of this trend for British farmers.

Morrisons has promised its shoppers an “Easter celebration with 89% savings”.

The roast veg favourites are on offer from Monday 14th to Sunday 20th April and include 1kg of British carrots, 500g of British parsnips and a British whole swede for just 8p each.

The customers can also get 2kg of Morrisons potatoes for £1.10.

Gareth Lloyd, head of marketing events at Morrisons, said: “Easter is a time for families to come together and enjoy great food. We’re proud to offer our customers quality, fresh British produce at prices that help make their celebrations affordable.

“With these huge savings, we’re making it easier for everyone to enjoy a traditional Easter meal without compromising on quality. These vegetable price cuts are part of Morrisons ongoing commitment to deliver quality and value, particularly during key seasonable moments when food plays an even bigger role within our customers’ households.”

Strong contestants

Lidl has also reduced the price of its fresh vegetables.

Available from Tuesday 15th April in stores nationwide, popular staple items including carrots, white potatoes and green beans have all been reduced to 15p.

The retailer confirmed that this discount has no impact on the payment for British farmers.

“The supermarket carefully plans any promotions, which means, regardless of the Easter promotional activity in store, growers receive their usual contracted price,” a spokesperson for Lidl said.

Richard Bourns, chief commercial officer, added: “We believe that everyone should have access to fresh, high-quality food, and Easter is no exception. Easter can be an expensive time for many families up and down the country, and Lidl customers can rest assured that we will always offer unbeatable value.

“Lidl hold a proud, long-standing commitment to British agriculture, and through our long-term partnerships and fixed-cost pricing, our producers are guaranteed a fair price all year round. This commitment allows us to offer our customers the unbeatable value they expect from us, without ever compromising on quality or fairness.”

‘Fair and transparent market’

NFU president Tom Bradshaw explained that although promotional activity can help drive sales, it is important that retailers take responsibility for their decisions to massively discount products and ensure it does not 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,” Mr Bradshaw added.

NFU said that British fruit and vegetable producers are already under the cosh from workforce availability, employment costs and extreme weather impacts – now compounded by National Insurance and National Living Wage increases announced in the Budget.

While promotional activity can have some positive impacts for growers to help drive sales volumes and attract new shoppers, growers have long held concerns about the impact heavy discounting can have on consumer expectations about the real value of British produce.

Fundamentally, this pricing strategy should not be funded by unsustainable farmgate prices, the union concluded.

A spokesperson at the British Retail Consortium, added: “Promotions on fruit and vegetables help support customers to eat a healthy and nutritious diet.

“Furthermore, where harvests have been strong, offering discounts can help boost sales and ensure quality fruit and vegetables do not go to waste.”

Source: Farmers Guide