Mass distribution: the price war rages

Next Saturday, March 1st, the food world will have to have reached an agreement on the prices of the products that you will buy in supermarkets. The discussions are extremely tense, including in the aisles of the Agricultural Show.

In a factory in Drôme, more than a million jars of olives are produced and then sold in supermarkets each year. Its manager wants to increase prices in 2025 because olives are up 7%. “When the price of the material increases, you can’t lower the price, it’s impossible,” he explains. This entrepreneur has until the end of the week to convince large retailers to buy his products at a higher price. His request is for +4.7%, an increase that was refused by supermarkets. This could put his business in difficulty.

Even for large groups, the negotiations seem tense. Some of them accuse large retailers of wanting to impose their prices by putting pressure on them. Under cover of anonymity, a French industrial giant that has not signed any agreement four days before the deadline, assures that it is being blackmailed.

Watch the full report in the video above.