British farmers have criticised the annual Christmas vegetable price war, warning that deep discounts devalue produce and distort consumer expectations. The practice, started by Tesco in 2014 with its 'Festive Five' promotion offering bags of carrots, potatoes, sprouts, parsnips and cauliflower for 49p, has since intensified, with Aldi and Lidl offering even lower prices.
Jack Ward, chief executive of the British Growers Association, said the discounts give a false impression of the cost of growing vegetables. 'People ask why it is 65p the rest of the year if they can buy it for 15p at Christmas,' he said. 'It completely devalues superfoods.'
While supermarkets claim they absorb the cost of promotions, growers argue the pressure is ultimately passed on to them through lower farmgate prices throughout the year. The National Farmers' Union echoed concerns, stating that growers must be reassured that discounting is not funded by unsustainable prices paid to producers.
Lidl UK chief executive Ryan McDonnell said the chain does not intend to devalue products, but must remain competitive. He emphasised that Lidl works on long-term agreements guaranteeing prices for growers, so seasonal discounts do not affect what farmers are paid.
Other major supermarkets, including Waitrose and Marks & Spencer, also confirmed they take the profit hit on festive vegetable discounts and have long-term deals with growers. A Waitrose spokesperson said the offers provide 'a little extra help' for customers ahead of Christmas.
