Just a few weeks after Tesco dropped its cauliflower price after buying an extra 220,000 from suppliers, Aldi is going one better and selling its bumper cauliflower crop for just 29 pence each.
The brassica is the latest item at the centre of a supermarket price war following higher than average yields across Britain’s key growing regions. A mild winter and recent good weather has lead to an early supply and farmers selling larger volumes to retailers.
Over the last couple of weeks Tesco has been selling cauliflower for 79 pence instead of £1 and Morrisons cut its cauliflower price from 75 pence to 25 pence.
Now Aldi says it is maintaining its price paid to farmers but will lower the retail price per cauliflower to increase sales over the Easter period.
The retailer has additional volumes of 750,000 cauliflowers and is selling the slashed-priced vegetables as part of its “Super 6” offer for a 10-day period over Easter. The special offer starts on April 9.
The increased volumes will help relieve the pressure on growers managing surplus crops this season and comes as part of Aldi’ commitment to the National Farmers’ Union fruit and veg pledge.
Aldi says a fixed price is agreed with its growers at the beginning of any contract and this price remains unchanged regardless of any promotional activity.
In the case of cut-price cauliflowers, the drop in retail price will be underwritten by the discounter and farmers will be paid the same per head of cauliflower.
“We foster long-term relationships with our suppliers and try to provide additional support whenever we can. When crops are affected and gluts like this occur we actively seek ways to sell-through additional volumes of produce,” says Tony Baines, joint managing director of buying, Aldi UK.
“Cauliflowers are becoming increasingly popular with our customers both as a classic vegetable to accompany a roast dinner and as a low-carb option for everyday meals.”