Morrisons has upset the balanced strawberry supply situation this week by unexpectedly dropping its prices.
The retailer dropped the price of its strawberries to £1.29 for a 454g punnet - well below the industry average of £1.68/£1.69.
A Morrisons spokeman said: “The warm weather has increased the amount of strawberries available and reduced the price and Morrisons took the opportunity to pass this onto our customers.”
Jayson Clark of Asda supplier AMS said he hopes Morrisons’ price-dropping will be temporary. “The price is already at the base level and lowering it any more is not sustainable. It doesn’t do the industry any good to have Morrisons dropping prices because then there is a pressure on other supermarkets to follow,” he said.
