IFA condemns Superquinn for low cost veg

The Irish Farmers Association has condemned the price promotion on a number of vegetables in the Superquinn supermarket chain as a 'reckless marketing exercise''.

Kyrle Allen, IFA Field Vegetable Committee Chairman says the move is 'extremely insensitive' at time when the IFA says farmers nationwide are trying to come to terms with one of the worst growing years in recent memory.

Mr Allen said the retailers action may precipitate a price war with other supermarket chains.

He says growers will be the ultimate victims in such an action.

According to the IFA, Irish cabbage and kale are being sold at 9c a head, and turnips at 29c.

Mr Allen says this is considerably below the cost of production.

Mr Allen said: "These prices have the effect of devaluing consumer perception of the value of vegetable produce and prices may not return to their previous level, making it impossible for farmers to achieve the returns required for survival."

He went on to say: "Many vegetable growers have had a terrible year due to the appalling summer weather that resulted in many crops being totally lost, yields down and incomes considerably reduced."

Mr Allen said the IFA had met a Superquinn representative on Friday last and had made him aware of the consequences of their promotion.