Major British supermarkets are under fire for sparking a vegetable price war by slashing the price of staple crops like potatoes to as low as 8p per 2kg bag in a bid to attract shoppers over the Easter period. Industry leaders have warned that such steep discounts threaten to distort public perception of food value and undermine the long-term sustainability of British farming.
Retailers including Asda and Aldi have offered potatoes at 8p, while Tesco and Sainsbury’s have sold them at 15p for loyalty card holders—far below standard prices that typically range between £1.35 and £2.50. Carrots, courgettes, broccoli, and other fresh produce are also included in these aggressive promotions.
Farmers Warn of Long-Term Damage to Food System
The National Farmers’ Union (NFU) has criticised the heavy discounting, cautioning that it devalues homegrown produce and jeopardises future investment in the sector. NFU president Tom Bradshaw said retailers must take responsibility for the ripple effects of their pricing strategies: “A fair and transparent market is essential to ensure farmers get a proper return for the risk and capital invested.”
Similarly, Scott Walker, head of trade body GB Potato, warned that such pricing sends the wrong message to consumers about the true costs of food production. “It’s worrying if people begin to believe this is the real cost of growing and delivering these vegetables,” he said.
Retailers Defend Discounts as Support for Healthy Eating
Supermarkets argue that the cost of these promotions is not passed on to suppliers. According to the British Retail Consortium, which represents leading UK grocery chains, discounting is meant to encourage healthier eating without compromising the supply chain. Andrew Opie, Director of Food and Sustainability, said: “Retailers are committed to supporting farmers and ensuring fresh vegetables are accessible to all households.”
Sustainability Advocates Say Discounts Are Misleading
However, not all industry voices are convinced. Dale Robinson of Riverford Organic Farmers, which offers £18 veg boxes, criticised the low prices as unsustainable. “These deals promote unrealistic expectations about food prices. You can’t plant, grow, and transport food ethically at 8p a bag,” he noted.
Climate Change and Rising Costs Add Further Pressure
The debate comes as UK growers face mounting pressures, from post-Brexit import hurdles and rising wages to water shortages and climate uncertainty. Although warm weather this spring has aided early planting, many farmers have already been warned of limited irrigation due to low water reserves.
In the past five years, the land used to grow potatoes in Britain has shrunk by 20,000 hectares—now totalling about 100,000 hectares—as the economics of production become increasingly strained. “It’s a poor risk-reward scenario for growers,” Walker concluded.
