Farm Ireland
Independent.ie

Sunday 23 April 2017

Supervalu to suspend free food giveaway on back of farmer anger

A retailer recently ran a promotion offering free carrots and potatoes when customers bought roast beef.
A retailer recently ran a promotion offering free carrots and potatoes when customers bought roast beef.
Ciaran Moran

Ciaran Moran

SuperValu has informed the IFA that they will suspend their current promotional programme, following discussions.

Last week the retailer ran a promotion offering free carrots and potatoes when customers bought roast beef, which was also discounted by 50%. This week the retailer ran a similar offer on onions and mushrooms.

IFA President Joe Healy said, “Following representations made by the IFA to SuperValu, the retailer has decided not to extend the current promotional programme beyond tomorrow, February 4th.

“We will be meeting with the retailer again in the near future to express farmers’ anger at this type of promotion.”

Last week Supervalu said promotional offer, designed as part of our ongoing effort to encourage consumers to cook with Irish produce, has been planned and agreed in consultation with our suppliers.

It said the entire cost of this promotion is funded by SuperValu.

"As the number one supporter of the Irish agri-food industry, SuperValu sources from over 2,200 Irish suppliers – more than any other grocery retailer in the Irish market – equating to an annual economic contribution of €2.19 billion. We are committed to working with our suppliers to build long-term, sustainable partnerships," it said in a statement.

The IFA accused Supervalu of acting unethically Joe Healy said, it was further example of why we need political intervention at EU and national level to have proper regulation in terms of farmers getting a fair share of the consumer price.


In this case, there isn’t even a consumer price to get a share of. It demonstrates the need for a clear ban on below-cost selling of food”.

He said, “This sort of stunt is a race to the bottom. Farmers have little or no market power and they will ultimately bear the brunt of this type of unethical price promotion. Farmers and consumers would expect Supervalu to show a higher standard of corporate responsibility in line with their ‘community retailer’ ethos," he said.


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