Some major supermarkets have triggered a series of tit-for-tat price cuts by launching packs of festive veg, such as sprouts, potatoes, broccoli, parsnips and cauliflower
A Christmas veg price war is seeing the cost of some festive greens drop to just 8p a pack. Major supermarkets first initiated a series of competitive price cuts by offering packs of vegetables, such as sprouts, potatoes, broccoli, parsnips and cauliflower, for 15p each.
Asda retaliated by announcing it would reduce prices further to just 10p a pack from Thursday morning, December 19, only for Aldi and Lidl to undercut them with prices of 9p a pack. However, Asda refused to be beaten and pledged to go one step further by reducing prices to 8p a pack in a promotion running from December 19 through to January 1.
There’s every chance rivals may go even lower. Notably, Asda does not require customers to have a loyalty card to qualify for the discount, unlike some other retailers. The stores are using festive veg as a loss leader to entice shoppers through the door in the hope people will stock up on other festive essentials from turkey and trimmings to wine and spirits. However, this tactic has sparked criticism from some farmers who fear it devalues the work of bringing British crops to the table.
Jack Ward, the chief executive of the British Growers Association, said the ultra-low prices are “giving people a false impression of what’s involved” in producing food. He warned: “It completely devalues what are superfoods compared to a lot of other things consumed in Christmas week.”
“There’s no denying that consumers like this kind of deep discounting but they have got to understand it comes at a cost.” The supermarkets are shouldering the upfront cost of selling vegetables at a loss, not the farmers. However, Mr Ward suggested that the big stores might want to recoup the cost by paying farmers less next year.
The National Farmers’ Union stated: “While promotional activity can have 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. Growers must also be reassured that this pricing strategy is not funded by unsustainable farmgate prices.”
Asda’s prices are as follows: Sprouts: 8p (500g), Carrots: 8p (1kg), Parsnips: 8p (500g), Broccoli: 8p (360g), Potatoes: 8p (2kg).
Aldi’s prices include Natures Pick Potatoes: 9p (2kg), Carrots: 9p (1kg), Parsnips: 9p (500g), Brussels Sprouts: 9p (500g), Broccoli: 9p (each), Red and White Cabbages: 9p. Lidl’s prices are Brussel Sprouts – 500g – 9p, Parsnips – 500g – 9p, Carrots – 1kg – 9p, Potatoes – 2kg – 9p.
Tesco’s prices are Carrots: 15p (1kg), Potatoes: 15p (2kg), Parsnips: 15p (500g), Sprouts: 15p (500g). Sainsbury’s is offering a range of vegetables at discounted prices for Nectar card holders. White Potatoes (2kg) are 15p with Nectar (£1.35 without), Carrots (1kg) are 15p with Nectar (69p without), Parsnips (500g) are 15p with Nectar (75p without), Swede is 15p with Nectar (62p without), Red Cabbage is 15p with Nectar (80p without), White Cabbage is 15p with Nectar (80p without), and Brussels Sprouts (500g) are 15p with Nectar (90p without).
These Nectar Prices run from Wednesday, December 18, to Tuesday, December 24. Meanwhile, Morrisons is selling Carrots (500g), Parsnips (500g), Sprouts (500g), and Whole swede all for 10p each.
*All prices are subject to change.
