SUPERMARKET CHAIN ALDI has said that its cheapest milk is needed to keep a promise to its customers.
The Irish Farmers’ Association (IFA) had accused the German retailer of being “socially irresponsible” in introducing a new milk range that costs €1.30 for two litres.
IFA National Liquid Milk Chairman John Finn said that the price was below cost selling and “not economically sustainable”.
“This is the second time in 12 months that Aldi has shown its aggressive discounting streak on fresh milk. In that time, the retailer has become a member of Origin Green, the Bord Bia Irish food sustainability scheme.
“In their promotional material advertising their membership of the Origin Green Scheme, Aldi claims to have developed a plan that includes sustainable sourcing and emphasises social responsibility. But any fair-minded person can see that this aggressive undermining of the value of fresh milk through hostile discounting is neither sustainable nor socially responsible.
“Aldi’s behaviour will be seen by farmers for what it is: a nakedly cynical attempt to build up market share while masking their irresponsible actions behind positive PR.”
However, the chain says that the milk was introduced in order to compete with cheaper milk brought in by other supermarkets. It is understood much of this milk is produced outside the State.
“Our promise to our customers is that we won’t be beaten on price and will always provide the best value.
“To ensure we continue to provide the very best value groceries in Ireland, we have reduced the prices of over 50% of our product range in the past 12 months. Keeping with our commitment to our customers that we will not be beaten on price, we have introduced an additional branded fresh milk line in a select number of stores which retails at €1.30 for 2 litres, in response to local competition.
“All of our own label milk is sourced from farms in the Republic of Ireland and is available nationally in all of our 131 stores. The cost of our price reductions and amazing prices are always borne by Aldi. Aldi pays a fair and sustainable price for all our products.”
Aldi says that the milk is only available in a small number of stores.
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