The past week has shown that grocery foods are a perplexing topic, as media have prominently featured several items and angles relating to food and supermarket pricing.
Green MP Sue Kedgley led off last week with calls for a government enquiry and a code of practice for fruit and vegetable margins. Not surprisingly she was joined by fruit and vegetable interests giving dire warning of the industry’s demise.
No sooner had we digested that than we were reminded of the Bill to come before Parliament next week proposing to exempt GST from Healthy Foods. However, by day’s end we learned the National Party is going to nip that proposal in the bud and the Bill is as good as “dead in the water”. Meanwhile Labour is finalising its proposal to exempt GST from fresh fruit & veg. This and the healthy foods exemptions, we are told, are because of the need to encourage healthy eating and make food more affordable. (Curiously in discussions about Kedgley’s supermarket margins and the proposals for GST exemptions, the cheaper prices offered by dedicated produce stores are largely overlooked! The reality is many consumers are willing to pay more for convenience.)
Move on one day, and the Department of Statistics trumpets officially that food prices have dropped year-on-year and it’s the biggest such drop in the life of most of us – over 50 years.
We are funny creatures, on the one hand we (and our media) tut-tut when Kedgley tells us that fruit and veg margins are extortionist, a claim not supported, as far as I have read, by growers who are also produce marketers. On the other, we rejoice at the news of falling grocery prices. I see many papers actually featured decreases in grocery prices as “Good News”.
For the average Kiwi it is difficult to make sense of all this, and I think it is mainly because of glib use of statistics. For example, compared with May, lettuce prices for June were up 77%. Yet the June to June year lettuces were down 30%.
I followed up on startling grocery prices presented to us by one weekend paper, based on data from the Department of Statistics. One popular grocery item was shown to have increased in price, between July 2008 and May 2010, by 43%. On investigation it seems clear that our official statistician compared the pricing of the item when it was promotional (discounted) with the non-promotional pricing. In fact, this product is most frequently purchased at the promotional price.
While statistics are excellent headline grabbers, they seldom tell a full and honest story and distortion is not uncommon.
The Government’s handling of the tax changes to be announced in the May budget show a masterly understanding of managing long term communications.