Businesses Urged to Pass on Flour Price Reductions to Consumers

June 15, 2023

Manufacturers and retailers across Fiji are being urged to pass on the recent reduction in the price of flour to consumers. The Fijian Competition and Consumer Commission recently announced a 6% decrease in the price of flour in Fiji, and the Consumer Council of Fiji sees this as an opportunity for businesses to demonstrate their commitment to consumer welfare.

While a 6% reduction may appear modest, the Council emphasizes that businesses have often been swift to pass on price increases to their consumers, but have been slow or reluctant to pass on price reductions, if they pass them on at all. As the primary voice for consumers in Fiji, the Council will actively monitor businesses’ compliance through trader visits and market surveillance to ensure that the benefits of this price reduction reach the consumers.

“These are challenging times for consumers in Fiji, as the country has experienced inflation, resulting in the increasing cost of goods over the past few years. In such circumstances, it becomes crucial for consumers to feel the impact of price reductions, not only on the price of flour itself but also on other products that utilize flour as a primary ingredient, such as bread,” says CCoF CEO Seema Shandil.

“The Council acknowledges that businesses face their own challenges. However, it is essential for the business community to recognize their responsibility towards consumers and play a proactive role in easing the burden on them. By passing on price reductions, businesses can contribute to affordability and support consumers in these trying times,” adds Shandil.

The Council encourages consumers who notice supermarkets selling flour beyond the regulated price to contact the Council on toll-free helpline 155 or email complaints@consumersfiji.org. Alternatively, consumers can lodge complaints via the Consumer Council of Fiji Mobile App.