Local small traders are fighting back against the supermarkets’ “price promise” and “price comparison” initiatives.
The big four supermarkets are constantly looking at new and innovative ways of proving they’re cheaper than their competitors, but Finningley farm shop owner David McCallum’s offer has knocked them all into a cocked hat!
David, who is a member of the Federation of Small Businesses (FSB) has introduced the ‘McCallums Grocery Comparison Chart’, which shows customers that although he does not have the buying power of the supermarkets, his business approach still offers cheaper prices than any supermarket.
His farm shop ethos has always been to buy from local growers, which has numerous benefits for their customers and the growers – price being just one of them.
With the interest and popularity in budget supermarkets and TV adverts from the big 4 regularly comparing product prices, David thought it a good idea to join in and demonstrate affordability in a more visual way. When he posted about this on his Facebook page people were amazed by some of the savings.
This week he is selling 2.5kg of white potatoes for £1.10 compared with £1.99 at the big supermarkets.
David McCallum said: “A high level of customer service and the quality of our products are key to our business succeeding.
“We even have a Loyalty Card which is very popular. The concept is very simple, for every £10 you spend in our butchers and farms shop you earn a stamp. Collect ten stamps and enjoy £5 discount off your next shop.
“We are extremely proud that on top of this we can be so competitive and offer an out of town shopping experience in a peaceful, rural environment that’s enjoyed by the local community and visitors from further afield.”
FSB Regional chairman Gordon Millward, said: “We would encourage shoppers to think beyond the supermarket this Christmas.
“Despite all the marketing power behind the big brands, local farms shops still have an awful lot to shout about. They always offer fresh seasonal produce including some tasty local varieties, low food miles and the ‘feel good factor’ of helping to support the rural economy by keeping cash in the local area.”
David McCallum is so assured of the value he offers that his “December Price Promise” guarantees that if customers wish to come to McCallums farm shop and pay the comparable higher supermarket price, he will not only donate the difference to the Yorkshire Air Ambulance charity but he will also match it!