If you have a story call our newsdesk on 01722 426511 or email us. To advertise call 01722 426500.
Tesco fined £300,000 over strawberry pricing
4:17pm Wednesday 18th September 2013 in Rural Focus
TESCO has been fined £300,000 after admitting it misled customers over whether strawberries on sale were genuinely “half price”.
Trading standards officers said the £1.99 strawberries in 2011 had not been for sale at £3.99 long enough.
Tesco admitted four counts of unfair commercial practice at Birmingham Crown Court.
Judge Michael Chambers said the case was “shocking by its very nature” because consumers had a “high degree of trust” in national chains.
He said the promotion was “patently wrong and misleading”.
Tesco has apologised for what happened.
The supermarket was told it would also have to pay £65,000 in costs.
The judge said he had taken into account the financial damage caused to Tesco’s reputation when considering the fine.
Birmingham City Council, which brought the prosecution, said Tesco had sold strawberries for one week each at £3.99 and then £2.99 in 2011.
It said the supermarket then sold the fruit at £1.99 over June, July and August 2011, labelling the 400g containers as “half price”.
Under the pricing practices guide, the length of the new lower price sale should not be longer than the old higher price was available for.
The same prices were used at all the supermarket's 2,300 stores in England and Wales.
The supermarket said it was not a case of “deliberate mis-selling” but an error made by an individual employee.
In a statement, Tesco said it “apologised sincerely for this mistake”.
Comments are closed on this article.