In a significant move to support New Zealand’s beleaguered hospitality sector, food wholesaler Gilmours has announced a price freeze on essential products. The price freeze for hospitality businesses applies across the grocery, chilled and frozen items, liquor, beverages, and general merchandise sections, with a total of 59 products on the board.
“Our price freeze is designed to provide immediate relief to these businesses, enabling them to keep their prices competitive and attract more diners,” Gilmours general manager Cindy Chaimowitz said.
Chaimowitz emphasised the urgency of this action, stating that many operators are facing the impacts of the current economic situation. Some restaurants have been forced to shut doors, while others feel deserted and struggling to survive, with some reporting the worst trading conditions in their history.
In determining which products to apply a price freeze to, Chaimowitz mentioned that they have pinpointed the most frequently purchased items from these categories by their hospitality customers and tailored the product mix accordingly. Doing this ensures that the products hold significant value for their businesses and will ultimately contribute positively to their bottom line.
In 2023, Countdown supermarket also announced a price freeze on over 300 products as part of its strategy to help New Zealand households cope with the rising cost of living. However, the price freeze garnered criticism for not prioritising the most essential groceries. In contrast, Woolworths, Foodstuffs, and Gilmours (which is part of Foodstuffs North Island) have not implemented similar price freezes for household customers at this time.