Growers and suppliers should seek alternative retail markets in order to combat the “arrogance” and domination of the supermarkets, leading psychologists have suggested.
The power that supermarket buyers have in negotiations with suppliers has bred a subconscious arrogance that will only be suppressed by a “strong, profitable and viable competitor”, according to clinical psychologist Professor Rasjid Skinner.
He said forming co-operatives was key in creating other sources of revenue and “potential leverage” against the retailers.
A culture of fear has arisen around supermarket supply, which has seen cagey commercial sensitivity dominate the fresh produce industry while supermarket relations have been questioned through pressure on the government to create the Groceries Code Adjudicator.
John Pooley, a former farmer who began his career in Wales but is now a chartered psychologist and runs farm business development workshops, told FPJ that suppliers need to ensure they are not “lulled into just having one or two contracts because it’s easier”.
He said: “Buyers are not judged on the wellbeing of growers or even long-term relationships with suppliers. They have a narrow focus and their job relies on achieving margins - they are not interested in anyone’s health, wellbeing or mental health.”
Skinner added: “Organisations establish their own homeostasis. People behave in the same sort of ways. It’s like adultery - there’s a limited pattern of behaviour.
“In this country a business culture has developed. As long as the buyer has been rewarded and profit is being made then there will not be a focus on you in the supply chain.”
A spokesperson for the British Retail Consortium said: “The growth of farm shops shows there is an interest in creating something better or more distinctive than the major retailers are offering so developing that idea on a larger scale is worth exploring.”
In January, Les Voke of the Farm Crisis Network (FCN) - which has more than 300 volunteer members - address the British Independent Fruit Growers Association on the pressures of extreme stress in horticulture and the organisation’s services.
FCN spokesperson Peter Riley said financial challenges were a key problem, alongside isolation, illness, bereavement, legal matters and accidents, among the issues brought to the organisation.
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