Prices are down. Sales are up.

Have you been buying Coles’ super cheap specials?
You’re not alone. In the week since the Super Specials were introduced, sales have grown by 886pc in some categories, proving that when it comes to our fresh food price – not necessarily quality – is king.
Coles Head of Communications, Jon Church, says the campaign was proving popular with customers and had helped to sell significantly higher volumes of fresh fruit and vegetables than the company had hoped.
In the first week of the Super Specials carrot sales were up 236% on the previous week, cauliflowers were up by 287%, red seedless grapes were 886% up, rockmelons were 616% up and Sundowner apples were up by 239%.
The Coles Super Special campaign was announced on January 30 and just two days later Coles dropped some prices even further, in response to a counter attack by Woolworths.
A 1kg pre-pack of carrots went from a so-called Super Special of 94c to 79c on February 1. Red seedless grapes dropped from the original special price of $2.65/kg to $2.28/kg two days later. Rockmelons dropped from $1.50 when the super specials were announced to 88c on February 1.
Very few growers who supply chain stores have been willing to speak on the record about what the price reductions will mean for their business long-term.
In a press release, Coles General Manager for Fresh Produce Greg Davis said the company flatly rejected claims their initiative was misleading and was causing lower farm gate returns.
“We are acting responsibly and fairly and our farmer suppliers are pleased with what Coles is doing,” the media release said.
“We cannot be held responsible for issues faced by other suppliers who deal with other retailers.”
What’s more important to you when shopping for fruit & vegetables – price or quality?