Aldi's 15 p Super Six deals slammed by local retailers

Two businesses said a deal, offered by German retailer Aldi, had been causing them problems, with prices slashed to 15p for 2kg of potatoes, carrots, cabbages, and brussels sprouts.

For small local businesses, like Attleborough-based Norfolk Veg Box, competing with the “outrageously” low prices proved costly.

Attleborough-based Norfolk Veg Box owner Richard Ewin said they can't compete on price (Image: Submitted)

Owner Richard Ewin said: “It's a complete and utter gimmick from the supermarkets - loss leaders designed to hook people in at key times.

“They can afford to do it because their fruit and veg sales only make up a small proportion of what they do.

“There’s no doubt it hit our sales. When families are hard pressed financially and they see that, of course they’re going to take it.”

For Paula Colman, who owns Colmans farm shop near Great Yarmouth, it's a similar story.

Paula Colman, who owns Colmans farm shop near Great Yarmouth, said customers are out of touch with fair pricing (Image: Submitted)

She said there had been a noticeable decline in people buying their fresh produce from them this year, and that explaining to customers why she can’t offer the same deals has been a frustrating experience.

She said: “There’s no way I could grow it for those prices, let alone make a profit.

“But people see the supermarkets selling it for that price and think you’re being greedy by not lowering your prices. 

“They’ve lost touch with what a sensible price is.”

But while some have been put off local retailers due to the price, Mr Ewin said others still saw the value.

He said: “Truthfully, we’re not trying to compete on price. We’re competing on freshness and taste. 

“The big retailers are looking for a quick sale, but we’re looking to build a loyal customer-base, which is a lot more about consistent quality than one-off deals.”