The Azura brand cherry tomatoes sold at €0.99 for 250 grams keep their prices unchanged despite inflation.
For an aperitif with friends or for your children, you have probably noticed this product in the fruit and vegetable section of your supermarket. Cherry tomatoes sold for €0.99 per 250 gram tray. The price is directly printed on the cardboard or plastic packaging.
If many prices have increased in supermarkets, the tray of elongated cherry tomatoes remains at the same price. It hasn’t changed a cent. Well not all of them. Only Azura brand tomatoes which, as the name does not indicate, are from Morocco.
What is Azura’s secret to keeping its prices unchanged? “This low price of the daisies is mysterious because it crosses the ‘tests’ without problem”, recognizes on his blog retail expert Olivier Dauvers. The Egalim law of 2019 imposes on large retailers a margin of at least 10% in the food and agricultural sector. A rule that might have been fatal to the elongated cherry tomato at less than one euro. However, it is not the case.
€0.99 for 250 grams (€3.96 per kilo) is also a symbolic price for consumers. How many products are still sold for less than one euro in supermarkets? Exceeding the one euro mark might perhaps have a negative effect on sales. It remains to be seen how Azura manages to keep its prices unchanged.
Founded in 1988, with a first production unit in Agadir, Morocco, Azura presents itself as a Franco-Moroccan family group. The company presents itself as one of the leaders in tomato production with 16,000 employees in Morocco, 50 production sites, 986 hectares of tomato crops mainly in the Moroccan region of Souss and 120,000 tonnes of tomatoes sold per year in Europe from the logistics headquarters in Perpignan.