Consumers unite for Price it Right

The Grocery Action Group enthusiastically supports Consumer NZ’s groundbreaking

initiative, the “Price it Right” campaign. “As advocates for fairness and transparency in the grocery sector, we recognise the urgent need to address misleading supermarket pricing practices that continue to undermine the trust of shoppers throughout Aotearoa,” Group chair Sue Chetwin said.

Every year, inaccurate pricing not only erodes consumer confidence but also places unnecessary and unfair financial strain on households nationwide. These issues are of critical concern to all Kiwis, who should be able to believe there is clarity and honesty at the checkout.

By championing clear and enforceable rules around supermarket pricing, the “Price it Right” campaign offers a practical pathway for consumers to seek redress. We strongly endorse Consumer NZ’s calls for:

• Introduction of a mandatory supermarket pricing accuracy code to ensure that all shoppers benefit from transparent, consistent pricing.

• Automatic compensation for consumers whenever supermarkets make pricing

  errors, providing immediate redress for affected shoppers.

• The implementation of meaningful penalties for non-compliance, creating a genuine deterrent to unfair and misleading practices.

We urge the Government to act swiftly on these recommendations and to stand with consumers in demanding fairness from our nation’s supermarkets, Chetwin said. The Grocery Action Group invites fellow organisations, industry stakeholders, and the public to join us in supporting the “Price it Right” campaign and signing the petition for real legislative change.

“Together, we can ensure New Zealand’s supermarkets uphold higher standards and when they don’t they are quickly and severely dealt with,” she said.

For further information about the campaign and how you can show your support, please visit

consumer.org.nz