UK supermarket group Tesco has been accused of raising the price of fruit and vegetables before offering them at a reduced price as part of a promotional health drive.
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As part of a marketing campaign to encourage consumers to eat the recommended five portions of fruit and vegetables a day, Tesco’s ‘fruit and veg pledge’ has seen the retailer offering a selection of at least five fresh produce items at half price.
However, concerns have been raised by Martin Fisher of the UK’s Trading Standards Institute that Tesco is bumping up the price of products before they are put on offer. Fisher said that Tesco has exploited a pricing loophole and called for a tightening of pricing regulations.
Tesco has said that the price increases were unrelated to the offer. The company claimed that it increased prices on a number of produce items as a result of seasonal variations in overheads.
When contacted by just-food, Tesco pointed out that it was not under investigation following Fisher’s claims. “The Trading Standards Institute does not have any powers to investigate,” a spokesperson for the company said.
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