Produce being sold at 'insulting' below-cost prices in lead up to Easter
IFA president has called on retailers "to end their policy" of discounting fresh food in their stores such as vegetables, potatoes, and lamb.
In the days leading up to Easter, the Irish Farmers' Association has said that produce is being sold "below the cost of production at a price that is insulting" to farmers.
IFA president Francie Gorman has called on retailers "to end their policy" of discounting fresh food in their stores such as vegetables, potatoes, and lamb.
“Farmers are having an awful time with weather and cost pressures and then they see what they worked so hard to produce being devalued on the shop shelf,” Mr Gorman said.
"This latest marketing stunt by retailers to attract footfall into their stores is morally wrong and will ultimately drive farmers out of business.
“Farmers are sick of listening to retailers telling us that they are funding the cost of the discounting when everyone knows it is dragging the market down and causing a race to the bottom amongst the retailers."
The IFA said it continues to call for Government to legislate against the practice of below-cost selling, as other EU member states have done.
"There was an opportunity in the Agricultural and Food Supply Chain Act 2023 to prohibit this practice," the IFA said.
"The Minister for Agriculture must introduce an amendment on below-cost selling now."
Discounting potatoes, carrots, parsnips and other Irish-produced vegetables below breakeven levels for farmers "needs to stop", Mr Gorman continued.
"The vegetable sector is in serious decline and this practice of slashing prices is completely undermining growers.
"It will see Ireland without vegetable growers unless the Government puts a stop to this cheap marketing stunt.
"Retailers will argue that the farmer does not bear the cost of these promotions which may be true in the short term, but this practice is killing the Irish horticulture sector."
