The promotion, which saw free carrots and potatoes being offered to consumers when they purchase already discounted beef, came under fire from the IFA last week.

IFA president Joe Healy branded the promotion, which also offered onions and mushrooms in a similar fashion, as ‘unethical’ saying that “producers of fresh produce are furious that their work and investment counts for nothing in the eyes of SuperValu.”

Healy went on to highlight the serious lack of market power that is currently held by Irish farmers even going as far as calling for “a clear ban on below-cost selling of food.”

The IFA president has said today that “following representations made by the IFA to SuperValu, the retailer has decided not to extend the current promotional programme.”

The IFA will also attempt to prevent this type of sales strategy being used in the future saying they “will be meeting with the retailer again in the near future to express farmers’ anger at this type of promotion.”

In a statement to the Irish Farmers Journal on Friday, SuperValu said the retailer wants to work with the IFA to find a solution.

“The promotional offer in question was agreed and welcomed by our suppliers and was funded by SuperValu. We are committed to working with our suppliers to build long-term, sustainable partnerships and will continue to engage constructively with the IFA.”

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