Vegetables make headlines in a heated discussion about pricing

The biggest supermarket chain in Finland, the cooperative S-chain, has announced a significant cut on sales prices of vegetables. The new prices are said to be up to 40 % lower than before. The chain has told the lower prices will be funded by better efficiency and lower margins. However, there is serious fear of price reductions among producers.

Price cuts on vegetables are welcome as such, because it could lead to more consumption. Vegetables are already experiencing an upwards trend and this could further extrapolate it. However, it is essential that all the actors in the value chain do well. This includes consumers, retailers, packers, growers and logistics companies. More about the issue can be found in Finnish from the newspaper Maaseudun Tulevaisuus.