NFU Scotland has urged UK supermarkets to halt excessive festive discounting on fresh produce, warning that deep price cuts risk damaging the long term viability of Scottish horticulture.
The union has written to major food retailers calling for an end to aggressive discounting practices during the Christmas period, particularly on vegetables.
In correspondence issued on 1 December 2025, NFU Scotland said artificially low prices devalue food, create unrealistic consumer expectations, and place further pressure on growers already facing high production costs, labour shortages and climate challenges.
NFU Scotland also reiterated its support for the timely rollout of Fair Dealing Obligations under the Agriculture Act 2020, stressing the need for stronger protections to ensure promotional pricing agreements are fair and transparent.
The union says future legislation must support good practice across the supply chain and prevent promotions that unfairly transfer risk onto producers.
NFU Scotland President Andrew Connon said aggressive discounting was unsustainable and harmful beyond the checkout.
“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.”
He said horticulture producers are particularly exposed to the impact of price pressure.
“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 letter also drew attention to findings from NFU Scotland’s ShelfWatch initiative, which tracks the sourcing of fruit and vegetables in major supermarkets.
ShelfWatch data shows a continued reliance on imported vegetables across many retailers, raising concerns about food security and supply chain resilience.
NFU Scotland says this evidence underpins its ongoing engagement with supermarkets, allowing the union to challenge sourcing decisions, press for greater use of Scottish produce where available, and highlight both progress and shortcomings.
The initiative has also been used to improve transparency for consumers, helping shoppers understand where food comes from and how sourcing choices affect domestic production.
NFU Scotland says ShelfWatch has strengthened dialogue with retailers, including direct meetings with senior supermarket representatives during 2025.
These discussions have focused on increasing Scottish sourcing, improving fairness for producers, and ensuring greater transparency in promotional practices.
The union says progress has been made over the past year, but warns that festive discounting risks undoing that work.
NFU Scotland believes that supporting Scottish growers requires retailers to take a longer term view, especially during high profile seasonal promotions.
The union says fair pricing is essential not only for farmers, but for the resilience of Scotland’s food system as a whole.
