PROPOSAL 11

The prohibition of loss leading sales tactics on any fresh produce by supermarkets  

Give legal powers to the groceries code adjudicator to prevent this type of marketing activity which undermines the public perception of the real cost of fresh produce. To be clear, these regulations would not prevent produce nearing its best before date from being sold at reduced prices, it would apply to in date produce knowingly being sold at below profitable retail value by large supermarkets under a ‘loss leading’ marketing policy.