Bread wand at 0.29 euros at Leclerc: the sector denounces a "shameful" and "destructive" measurement

He is the president of the strategic committee of the E Centers.Leclerc himself who launched the communication campaign this Wednesday, January 12 on social networks.A bread wand is offered at 29 cents in all the groups in the group.A decision that panics bakers, cereal producers and other professionals in the sector.

"Block the price of the wand, [...] A symbol! "

"Yes, blocking the price of the wand at 0.29 euros is a symbol! The wand is a benchmark for prices and purchasing power for consumers: investing in this marker allows you to reassureOn our ability to remain accessible to as many people as possible, "said Michel-Edouard Leclerc, in a tweet this Wednesday.

A communication stroke that aims to block the price of the wand symbolically but not only.In a context of ever greater prices (inflation) increases, the group wishes to hit hard.

Outreated professionals

A decision that deeply disturbs the players in the sector.In a press release, the FNSEA (union of farmers) denounces "a destructive campaign of values for all links in the French cereal sector" while "the government and all the sectors work to pay the farmers"."Under these conditions, the cereal sector questions the prices charged by Leclerc stores and wonders who can live with dignity and on which products sold to consumers Leclerc stores will compensate," questions the union.

"We seek to preserve employment and quality, this has a cost: we must properly pay the actors, those who plant, who harvest, who assemble the grains and make flour, and those who make bread bread.What Leclerc does is shameful, "denounces Jean-François Loiseau, relayed by AFP.

The President of the National Confederation of the French Bakery-Pâtissee goes so far as to mention a risk of unfair competition for bakeries near Leclerc centers."Even if this promotion only lasts three or four months and even if the French are attached to their bakers, if the bakery near the Leclerc loses 300 or 400 customers during this period, it risks being seriously in difficulty", fears-It, quoted by our colleagues from Figaro.

Michel-Edouard Leclerc responds to criticism

Michel Edouard Leclerc returned to the controversy with capital.Even if he does not wish to "make controversy", he reminds the actors of the "necessity" sector that they accept "that Leclerc stores remain masters of (their, editor's note.) Relationship with consumers ".

The group's boss justifies his shock operation: "In a context where everything increases and everything will increase, we wanted to give a signal that Leclerc will make sure that the prices remain accessible for consumers."And to add:" About thirty cents is the average price of a first price wand in Leclerc centers for at least a year ".