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Once again, the grocery market during the recent Christmas season saw too many instances of extreme below-cost selling (also known as predatory pricing) in fresh produce across Ireland and the UK. It was particularly excessive in Northern Ireland and across the UK, with prices as low as 19p for products in some outlets which represented only 10%-20% of the normal retail price.

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SuperValu has informed the IFA that they will suspend their current promotional programme, following discussions.

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IFA President Joe Healy has accused Supervalu of acting unethically by offering customers free potatoes and carrots when they buy beef, which they are also promoting at a discounted price.

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While promotions have always been a part of retail sales, the practice of below cost sales has brought a new and potentially terminal threat to the Irish fruit and vegetable sector.

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