The farmers’ union has called on UK supermarkets to end the “damaging practice” of deep discounting on fresh produce at Christmas, which is said risks undermining the long-term viability of Scottish horticulture.

NFU Scotland has written to major food retailers urging and end to “excessive discounting” on key food products, particularly vegetables, during the festive season. In a letter issued on 1st December, it warned that the use of aggressive price reductions risks “devaluing food, setting unrealistic consumer expectations, and undermining the sustainability of Scotland’s horticulture sector”.

NFUS said that the sector is facing high production costs, climate pressures and ongoing labour challenges and reiterated its support for the timely rollout of Fair Dealing Obligations under the Agriculture Act 2020, stressing the need for future legislation to protect good practice and “ensure equitable promotional pricing agreements”.

“Artificially low prices are not sustainable for any element of the supply chain.”

Andrew Connon, NFU Scotland president, said: “Artificially low prices are not sustainable for any element of the supply chain. Aggressive discounting devalues food, contributes to waste, and widens the disconnect between consumers and the realities of food production.

“Horticulture production costs are particularly high, and while promotions can sometimes be used to help manage supply, it is essential that processes and subsequent agreements are fair and transparent. We are urging retailers to adopt pricing strategies that reflect the true value of food, support fair pricing across the supply chain, and champion domestic production.” 

Using ShelfWatch data to support Scottish produce

In the letter NFUS also highlighted recent findings from its ShelfWatch initiative, which revealed a continued reliance on imported vegetables across many major supermarkets, something which is said raises concerns around food security and resilience. NFUS stated ShelfWatch data underpins its ongoing engagement with retailers and is used to challenge sourcing decisions and press for greater commitment to Scottish produce as well as to hold supermarkets to account where reliance on imports persists.