According to the dean of Cork University Business School, prof. Thia Hennessy, the underpricing of fruit and vegetables is a ‘vicious circle’ that fuels the food waste problem in Ireland. Common households accounted for 29% of the total food waste generated in Ireland in 2021, according to the latest figures by the Environmental Protection Agency (EPA). Ireland significantly relies on imported vegetables and fruit, with 83% of its national consumption being imported.
Prof. Hennessy said she is ‘very concerned’ about the price of fruit and vegetables. “When I walk into the supermarket and I can buy a bag of carrots for 29c the week before Christmas because they are on promotion, that does bother me,” she said.
Bringing those products to the market costs a lot more financially and environmentally, she added. “When a product is underpriced like that, you are just fueling the food waste problem because people will buy it, and they will say it only costs 29c, so what if I throw it in the bin?”
The agriculture economist said she hopes the newly established agri-food regulator can play a role in balancing consumer expectations and delivering a fair price for producers.
Source: agriland.ie