Aldi is to slash the price of cauliflower to 29p to boost sales over Easter and help absorb a bumper crop.
The additional volume represents 200 acres of production and 750,000 cauliflowers, Aldi said, with the promotion set to be included in the Super 6 deal over the 10-day Easter period.
It follows Tesco’s announcement last week that it would buy 220,000 extra Cornish cauliflowers, in a move described as “good news” by growers.
Aldi said it always agrees a fixed price with its growers at the start of any contract and this remains unchanged regardless of promotional activity. The company said it will underwrite the new lower cauliflower retail price, with growers paid the same per head.
Aldi currently sells 250,000 cauliflowers per week and said it expects to sell an additional 750,000 units during the promotional period. The increased volume will help to relieve pressure on growers facing a surplus cauliflower crop after the unusually mild winter, a statement said.
Aldi UK joint MD Tony Baines said: “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.
“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.”