Lidl Switzerland Criticised Over 'Unsustainable' Olive Oil Price Positioning
The International Olive Foundation (IOF) has submitted a complaint to the Schweizerischen Lauterkeitskommission (Swiss Fairness Commission) over Lidl's pricing strategy for its Primadonna olive oil.
In a statement, the IOF said that the discounter's current marketing message on Swiss media channels is that it is 'offering sustainable products at fair prices'.
Raw Material Prices
However, the positioning of Primadonna extra virgin olive oil for CHF 4.29 per litre contradicts this, the IOF said, with the 'price of the raw material [...] well below the limit at which we can assume that it guarantees a sustainable olive oil business'.
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