Since end of second world war food has been 'a disposable commodity that does not merit more than passing consideration'
Juliette Jowit, guardian.co.uk 17 Feb 09;
The culture of cheap food has damaged public health, farming and the environment, according to the head of Waitrose .
Mark Price, the supermarket chain's managing director, attacked aggressive price cutting championed by his larger rivals such as Tesco and Asda. He blamed the government for encouraging a trend of cheap food after the second world war, which consumers "have now got used to".
"The headlong rush since the end of the second world war for ever greater quantities of cheap food has not only made us fatter, it has led to fewer, more indebted farms and an impoverished environment," Price told the National Farmers' Union conference yesterday.
"Food is seen as a disposable commodity that does not merit more than passing consideration. Food is seen as cheap. Food is neither of these things."
With price cutting moving up the agenda after years of rising prices and more recently growing unemployment and job insecurity since the economic downturn, Price defended Waitrose's higher prices.
Like-for-like products were less than 5% more expensive than in Tesco or Sainsbury's, and the difference between the cheapest chicken in rival supermarkets and Waitrose was only £1, Price told the Guardian.
Waitrose could demand better standards for a relatively small extra cost by making less profit on these products, something the supermarket could afford to do because it had a higher proportion of high-value, high-margin fresh food and top-range produce, said Price.
"Despite the recession, on average, Britons are financially and materially better off than at any other point in history," he told the conference in Birmingham.
"This is not to say that some families are not suffering very badly. They are. But the fact is that food now makes up a smaller portion of household expenditure than ever before.
"This may be good for our pockets, but it isn't good for our farmers, our health, our communities or our attitude to the natural environment – and that means it isn't good for anyone."
As well as naming his rival supermarkets, Price made an indirect attack on Tesco's chief executive Terry Leahy, linking him in his introduction to a clip of Michael Douglas as Gordon Gekko making his infamous "greed is good" speech in the 1980s film Wall Street.
A Tesco spokeswoman said the company did not want to respond directly to Price's speech, but added: "We're wholly committed to British farming, but equally customers need us to be able to offer them great value."
Price also criticised the boss of Asda, Andy Bond, for putting down celebrity chefs such as Jamie Oliver, Hugh Fearnley-Whittingstall and Heston Blumenthal. "His [Bond's] criticism centred on a belief that asking consumers to pay a little more for high-quality, ethically reared meat is out of step with public mood," said Price.
Peter Kendall, the NFU president, welcomed recognition of the pressures on farmers, which he said had increased during the credit crunch.
Methods used by supermarkets included forcing down prices after contracts were signed by changing products from normal to cheap "value" ranges, and demanding more money for marketing and promotions, said Kendall.
More education was needed to persuade people that cheap food was not good "value", said Kendall.
"A lot of people here have built a good business on the back of [supermarkets], they have got some long-term relationships with them. But there's an air of short-termism which does damage our long-term supply base," he said.
