Supervalu has expressed its concern that the ‘race to the bottom’ by Lidl and Aldi is ‘a step too far’. In response to the discounters driving down prices of vegetables to 5 cent this festive season, SuperValu will not be reducing its price of carrots, brussel sprouts and melons any lower than 19 cents, with a donation of 14 cent on each donated to Focus Ireland instead. This will result in a donation of about €100,000 for the charity.
Martin Kelleher, Managing Director, SuperValu said, “At SuperValu we always strive to be competitive and give our customers what they want in the context of both value and quality. As the number one supporter of the Irish food and farming sector, we believe it is a step too far to reduce the price of our Christmas fruit and veg produce any further. 14 cent even in these difficult times is a saving that can be easily made on any shop, but all of these 14 cents collected together by SuperValu and its customers will make a huge difference to Focus Ireland and the clients they serve.”
The move comes as SuperValu believes that continuing price cuts will ultimately lead to a reduction of food quality and job losses in the farming sector, especially as its carrots and brussel sprouts are 100% Irish sourced.
© 2013 - Checkout Magazine by Genna Patterson