The Ulster Farmers' Union has voiced concerns regarding the aggressive discounting of vegetables and potatoes by supermarkets during the pre-Christmas period. This practice, while beneficial for consumers in the short term, poses a threat to the sustainability of local farming in Northern Ireland, potentially devaluing the region's agricultural output.
UFU deputy president Glenn Cuddy highlighted the adverse effects of such pricing strategies on farmers, stating, "Consumers may appreciate these significant discounts, but we must recognize the hidden cost on the farmer's end to produce potatoes and veg. The rising cost of growing produce has placed huge pressure on farmers, and this type of pricing strategy by the supermarket diminishes the true value of their labor. This relentless discounting also creates unrealistic expectations and perceptions among shoppers about what it truly costs to produce high-quality, local food while putting pressure on already tight margins for growers."
Despite supermarkets' claims that they bear the brunt of promotional costs, farmers' reality contradicts this, with reduced produce prices directly affecting their earnings.
"We can't pretend like these local food discounts don't have consequences. In the end, it's the farmers who feel the true impact of reduced prices in supermarkets. They are the ones left struggling to manage lower farmgate prices throughout the year. We understand promotions can help drive sales and attract customers, but growers mustn't be left footing the bill through unsustainable farmgate prices. Retailers need to ensure that these festive discounts are not detrimental to the livelihoods of local farmers.
"We have requested meetings with the major retailers early in the New Year to discuss these concerns and advocate for a fairer pricing approach that supports the long-term viability of NI's vegetable sector. Farmers play a vital role in delivering high-quality produce to supermarket shelves, and they deserve to be paid fairly for their efforts. Retailers must commit to ensuring sustainable pricing that allows our growers to thrive," Cuddy concluded.
Source: UFU