Independent grocers in the Redlands are ready to take on Coles and Woolworths in the battle for the fresh fruit and vegetable market.
The two retail giant supermarkets fired the first salvos in the food fight last week.
On Monday, January 30, Coles slashed the price of lettuce to $1.42, pears to $1.67/kg, tomatoes to $2.48/kg and mangoes were $1.98 each.
Woolies fired back, vowing to match its rival.
Some of the Redlands' leading independent green grocers said the price war highlighted the "massive mark-ups" the two retailers had been hitting consumers with for years.
Spokesman for all three said they had loyal customers who patronised their shops because of the "genuine" bargains on offer and superior quality of service and products.
Big Mushroom Fruit Barn owner Costas Michaelides said his every-day prices were lower than the Coles bargains introduced last week.
A lettuce off the shelf at Big Mushroom cost 99?cents, mangoes were three for $5 and tomatoes were $1.99 for 2kg at the Shore Street East store.
"The two big retailers will quickly make up the losses from their price war with the exorbitant prices on the rest of their stock," Mr Michaelides said.
"It'll be interesting to see how long the price war lasts, but the little players who can't buy up in bulk will suffer so we do have a fight on our hands.
"My prices are always low, every day of the year and that's because I get good bargains from the markets every day."
At Burgo's at Victoria Point, a lettuce also cost 99 cents, yellow peaches were 29 cents cheaper than Coles and tomatoes were $1.99/kg compared to $2.48/kg at Coles.
Burgo's fruit barn owners Glen and Gaye Burgess called for the Australian Competition and Consumer Commission to investigate the price war.
"This price war is only going to send the farmers broke and that ultimately could mean eating fruit and vegetables from overseas," Mr Burgess said.
"These two retailers just dictate to the market on everything from bread, milk and fuel and now fruit and vegetables.
"They want all the market share and no competition," Mr Burgess said.
Cleveland Discount Fruit Barn manager Ross Hanna, whose shop is less than 10m from Coles, stood defiant and said he would not be affected by the price war erupting on his doorstep.
"This is not a price war. It's collusion between the two large retailers who want to out-price the small grocers, create a monopoly before putting prices up permanently," Mr Hanna said
"Our happy hour on a Sunday attracts customers who then go on and do the rest of their shopping at Coles.
"We are not too worried about Coles dropping its prices," Mr Hanna said.
Coles general manager for fresh food Greg Davis said the retailer would reduce prices further if necessary, but initially he was "delighted" with the reaction from customers and Woolies.
"We know customers want certainty around the price they can expect to pay which is why we are committed to offering them 12 fruit and vegetables at 'super special' prices every week," Mr Davis said.
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