HEAVY supermarket discounting on poultry meat – such as a chicken for £2 – is not sustainable, an industry spokesman warned.
Asda said its three week £2 promotion on whole chickens had doubled sales.
But a British Poultry Council spokesman warned that a continuing supermarket price war on poultry would be bad news for farmers. “It is not sustainable. We are not in such a bad situation as the dairy sector but agriculture is not in general in a good place following bird flu, flooding, high temperatures and the foot and mouth disease outbreak,” British Poultry Council executive officer Jeremy Blackburn said.
Asda’s price deal, which ended at the end of last week, offered 1.55kg whole chickens for £2. Tesco recently cut the price of its whole medium frozen chicken to £1.92 – around £1.28 per kg, according to trade magazine The Grocer.
But Mr Blackburn said the cheaper prices didn’t mean the poultry meat was poor quality.
“This is a £2 chicken but it is the retailer that is setting up that loss- leader. It doesn’t mean the standard of production for the bird is any less than before,” he said. Asda’s 1.55kg whole chickens have gone back up to £2.56.
A spokesman for the chain said the £2 deal had applied to British-produced chickens reared according to Red Tractor scheme standards.
The British Poultry Council is the trade association for poultry meat producers.