Organic and hydroponic lettuces selling for $3 on Mornington Peninsula as supermarket prices top $12
Soaring iceberg lettuce prices have shocked Mornington Peninsula growers who are still selling them and other varieties for $3.
South East
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“Price gouging and greed” are sending lettuce prices sky high say Mornington Peninsula growers.
As the cost of an iceberg lettuce hits $12 in some supermarkets, organic versions and other hydroponic varieties are still selling for $3 in Mount Martha and Baxter.
Peninsula Fresh Organics owner Tash Shields said there was no reason for the business, which has farms in Baxter and Barmah, NSW, to raise lettuce prices.
“It’s not costing us any more to grow them,” she said.
“The cost of petrol has risen but we’re only driving from the Mornington Peninsula to Melbourne to take them to markets and wholesalers.”
Ms Shields was shocked to see iceberg lettuce halves being sold for $6.50 at Foodworks in Barmah.
“I was at the other property we have and I couldn’t believe it when I saw it.
“I had to take a photo.”
Not long after she was “embarrassed” to hear of farmers at a recent national horticulture conference brag about selling boxes of 12 iceberg lettuces for $100 at wholesale markets in Victoria and Queensland.
“I don’t see how you can justify that greed,” she said.
“And people should not be paying it. It looks a lot like price gouging.
“Shop local at the farms or if you can’t do that, swap lettuce for another green.”
Ms Shields said the business was not currently supplying supermarkets with lettuces because they did not meet size requirements.
“Ours are a bit small at the moment,” she said.
Woolworths has told shoppers that heavy rain in growing regions had affected supply.
“We are working closely with our growers and expect to see supply improve in three weeks,” the supermarket giant posted online.
Fresh Herb Company owner Michael Russo said the high prices were a reflection of a broken supply chain and growers being reluctant to take risks.
“The supply chain was completely broken during Covid and now all bets are off,” he said.
“It’s not about growers or supermarkets trying to take advantage of people.
“There is an issue with supply and a lot of growers don’t have the workforce to produce the same amounts.
“They aren’t prepared to fill paddocks with lettuce they might not be able to get to market.”
Mr Russo, who supplies gourmet lettuce to Mornington Peninsula cafes, restaurants and independent produce sellers typically grows about 1000 lettuces a week in winter compared to 5000 a week in summer.
“I have people calling and asking for stock and I have to tell them that I can provide them what they need, but it will take ten weeks,” he said.
Despite the demand he has not raised his prices beyond a seasonal 50c per lettuce increase.
“I sell for $2 to $250,” he said.
Mr Russo’s growing partner Frank Donato of Mornington Peninsula Hydroponics said cold weather had slowed the growth of his red and green oak lettuces, but he still planed to sell them for $3 each at his cafe Donato est 1980 in Mount Martha.
“They should be ready in about a week and then we’ll be selling them at their normal price.
“Buy local and support us … you’ll be saving money too.”
Mr Donato said the hydroponically grown variety lacked the crunch of an iceberg lettuce and may not appeal to everyone.
“I know people looking for that crunch are substituting cabbage leaves for iceberg,” he said.