The Superquinn group has been accused by the IFA of indulging in "a reckless marketing exercise" by offering Irish cabbage, kale and turnips at below the cost of production.
The IFA said this was an extremely insensitive move when vegetable producers were trying to come to terms with one of the worst years in recent times. Mr Kyrle Allen, chairman of the organisation's field vegetable committee, claimed the Superquinn action could initiating a price war in the business, a "war that growers will be the ultimate victims of".
He said Irish cabbage and kale was being sold at 9 cent per head and turnips at 29 cent per head, which was several times below the cost of production. "These prices have the effect of devaluing consumer perception of the value of vegetable produce and prices may not return to their previous level making it impossible for farmers to achieve the returns required for survival," he said.
He added that many vegetable-growers had had a terrible year due to the appalling summer, with many crops being totally lost, yields down and incomes considerably reduced. The margin on produce had dropped continuously over the last few years as input costs had increased.
A spokesman for Superquinn said it had met the IFA and explained it was doing the promotion with its partner suppliers with which it dealt on a year round basis.
"The suppliers are happy and so are the the customers. This is a promotion which will be going on for the rest of the year," he said.