Supermarkets have come under fire for using vegetables as the latest battleground in their ongoing price wars, particularly during the Easter period, where prices for essentials like potatoes and carrots have been slashed to as low as 8p for a 2kg bag. While these discounts may seem like a win for shoppers, many growers fear the long-term consequences of such steep reductions.
Asda and Aldi’s 8p potatoes, alongside 15p offers at Tesco and Sainsbury’s for loyalty card holders, starkly contrast with the usual prices of around £1.35 to £2.50 for branded spuds. Bags of carrots, courgettes, broccoli, and other fresh produce have also been caught in the crossfire of this promotional frenzy.
Industry leaders are voicing their concerns, warning that these cuts could devalue vegetables permanently. Tom Bradshaw, President of the National Farmers’ Union (NFU), emphasises that while promotions may drive short-term sales, there is a risk of consumers developing unrealistic expectations about the true cost of growing and producing fresh food.
Bradshaw points out that such discounting could distort the public’s perception of the value of homegrown produce. “Farmers and growers need a fair and transparent market,” he says, advocating for investment that ensures the long-term security of food production. This, he argues, can only be achieved if farmers receive fair returns for their hard work.
Scott Walker, Head of GB Potato, shares similar concerns. “These prices do not reflect the true cost of production,” he says. “When consumers begin to believe that these are the real prices of food, it poses a major concern for the sustainability of the industry.”
While supermarkets argue that they absorb the cost of discounts and ensure farmers are not paid less, critics like Dale Robinson from Riverford Organic Farmers point out that such practices could lead to long-term damage. “These deals create unrealistic expectations about food costs,” Robinson explains. “The reality is that growing and delivering fresh produce involves significant costs—costs that cannot be met with prices so low.”
The situation is further compounded by rising costs in the sector, including higher wages, national insurance contributions, and new barriers to importing essential supplies such as seeds and young plants due to Brexit. For growers, this already challenging environment is becoming even more precarious.
Moreover, environmental factors like water shortages and unpredictable weather due to climate change add another layer of uncertainty to an already fragile industry. “While the warm start to the year is promising, growers are increasingly facing challenges with water scarcity,” says Walker, highlighting how climate change is affecting planting patterns and crop yields.
The question remains: are these heavy discounts truly sustainable for the vegetable industry? As supermarkets continue to engage in aggressive price wars, it’s essential to consider the long-term effects on the growers who are the backbone of Britain’s food supply. Are we undermining the true cost of food production by expecting fresh produce at such unrealistically low prices? Only time will tell.