Blocked price of the baguette: the calculated controversy of the E. Leclerc centers

DECRYPTION – The announcement of the blocking of the price of this purchase of the daily at 29 cents aroused an outcry. The distributor has made these operations one of the recipes for its success.

With his baguette at 29 euro cents, Michel-Edouard Leclerc, the president of the strategic committee of the E. Leclerc centers, will have succeeded. The decision of the independent distributor to freeze the price of the baguette for four months, while the price of wheat is reaching peaks, has provoked one of those outcrys of which it is customary. Farmers, bakers and competing distributors have risen together against a “provocation“. In a joint press release, the FNSEA, the main agricultural union, cereal growers, millers, and bakers deplored “deliberately destructive prices» and a decision «demagogic“. Valérie Pécresse, the LR presidential candidate, even denounced this Wednesday a “decoy” to attract customers.

However, Michel-Edouard Leclerc knows very well what he is doing…

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