NFU Scotland is urging UK supermarkets to stop the damaging practice of deep discounting on fresh produce this Christmas – or risk undermining the long-term viability of Scottish horticulture. 

NFU Scotland has written to major food retailers across the UK calling for an end to excessive discounting on key food products - particularly vegetables - during the festive season. In a letter issued on 1 December 2025, NFUS warned that aggressive price reductions risks devaluing food, setting unrealistic consumer expectations, and undermining the sustainability of Scotland’s horticulture sector, which faces high production costs, climate pressures and ongoing labour challenges. NFUS also reiterated its support for the timely rollout of Fair Dealing Obligations under the Agriculture Act 2020, stressing the need for future legislation to protect good practice and ensure equitable promotional pricing agreements.

NFU Scotland President Andrew Connon said:

“Artificially low prices are not sustainable for any element of the supply chain. Aggressive discounting devalues food, contributes to waste, and widens the disconnect between consumers and the realities of food production.

Horticulture production costs are particularly high, and while promotions can sometimes be used to help manage supply, it is essential that processes and subsequent agreements are fair and transparent. We are urging retailers to adopt pricing strategies that reflect the true value of food, support fair pricing across the supply chain, and champion domestic production.”

The correspondence also highlighted NFUS’ recent findings from their ShelfWatch initiative, showing a continued reliance on imported vegetables across many major supermarkets, raising concerns around food security and resilience. This evidence underpins NFU Scotland’s ongoing engagement with retailers, using ShelfWatch data to challenge sourcing decisions, press for greater commitment to Scottish produce where available, celebrate successes, and improve transparency for consumers. The initiative provides a robust, evidence-based platform to showcase progress while holding supermarkets to account where reliance on imports persists. The work has facilitated greater direct engagement with retailers, including recent visits to supermarket headquarters, where NFU Scotland met with senior representatives to advocate for stronger Scottish sourcing, fairer treatment of producers, and greater transparency. Overall, throughout 2025, significant progress has been made in supporting Scottish agriculture and building a more sustainable food supply chain. 

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