The major Estonian chain stores have recently lowered the price of milk as competition has toughened, the daily Postimees wrote.
The price of the cheapest, 2.5 percent fat content milk in the Prisma chain has dropped by 0.30 kroons (about EUR 0.019 in the past few weeks, while Rimi has brought the price down by 1.70 kroons, the paper wrote.
Prisma spokeswoman Kadri Lainas said they had promised to offer the best prices to their consumers and it was in the name of that promise that they had done it. “Dairies have not lowered their sale prices, so the present fall in the price is our own initiative,” she said.
Rimi Eesti marketing director Evelin Magioja said their chain had adjusted the prices of many staples, including that of milk. She said that they were not trading at a loss, but were not earning any profit either.
Maxima spokesman Erkki Erilaid said they had lowered the price of Maag Piimatoostus, as Maag had lowered its price as well. Other producers have not done it, however.
Ulo Kivine, CEO of Estonia’s biggest dairy company, AS Tere, said there was tough competition between traders. But dairies are not planning to lower their sale prices, although the price of raw milk had fallen by one tenth in the recent months, Kivine said.
Export prices, which account for a large proportion of the Estonian dairies’ revenues, have recently fallen by nearly one third.
Source: Estonian Review
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