Growers are hoping buyers will focus on securing volume and relaxing pressures on price over the Christmas period, the National Farmers Union (NFU) has said.
Hayley Campbell-Gibbons, NFU chief adviser on horticulture and potatoes, said: “What all growers want for Christmas is an end to the current spate of price reductions, BOGOFs and price promotions.
“Growers want a realistic price for the food they produce that can enable growth, profit and development for their businesses.”
In the fresh potato, root vegetable, brassica and sprout sectors in particular, Christmas is a time of extremely high demand with packers working at more than double their normal pace to keep up.
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