Why we must trust food suppliers and stop panic buying - Michael Benson

We seem to be the only country experiencing panic buying during this global crisis. All countries are seeing busier than normal buying trends, but they seem to have more self-control, care and respect for others.

Coronavirus is having a significant impact in Spain, the second worst country in Europe after Italy, but they are not experiencing panic buying in their stores.

The Spanish supermarkets are remaining stocked. Spanish shoppers are demonstrating more resolve than here in the UK, despite retail bosses and the Government urging more restraint from panic buying.

Boris Johnson assured the nation the food supply chain was secure and there is no need to stockpile. We have one of the most sophisticated supply chain networks in the world which is responding positively to the demands placed upon it.

Our very own Yorkshire-based supermarket giants Asda and Morrisons, amongst others, are creating more than 16,000 jobs in the battle to keep the nation fed and watered. Morrisons are taking redundant staff from the hospitality sector to work in their stores, John Lewis have re-deployed 2,100 staff into Waitrose stores and M&S have moved fashion staff into the food halls.

Shoppers need to trust in the network and return to normal shopping habits. The international supply chain is still working, and in countries such as Spain and Italy, fresh produce is getting through.

Although supply is getting through to the UK, prices are surging from higher haulage fees and consumer stockpiling. The wholesale price of lettuce has jumped from £4.50 per box to £7. If UK shoppers continue to stockpile, inflation will continue and only add more strain to a fragile economic situation.

EU Transport Ministers have introduced ‘green lanes’ at the borders to allow food and other essentials to flow into the UK more easily. Ports are still open across Europe despite the negativity presented in the UK media. President Trump has just announced that Wal-Mart in the USA are trading heavier than over the Christmas peak period, but they are not experiencing any supply problems.

Manufacturers in the UK are ramping up production and working closely with retailers. The Grocer magazine reports that switching from 17 core bakery lines to seven has enabled production to increase from 850,000 loaves to 1.4 million loaves in the past week.

Manufacturers such as Kraft, Heinz and Princes have reassured shoppers that their supply chains are ready to handle the increased demand. In this ‘war effort’ the retailers are working together as one by sharing distribution vehicles, warehouse space and insight.

The food industry has welcomed the Government’s decision to include supply chain workers on its list of key workers. This includes retail, production, logistics and delivery staff who qualify for the same rights as other key workers.

Fortunately, there is an increase in the number of supply chain workers as supermarkets recruit more staff and alter store opening hours.

Further restrictions are likely to follow which will be underpinned with Government action, and invariably we will see prices continuing to rise.

The retailers are doing an amazing job trying to keep the shelves stocked, and the front-line staff all deserve a medal for their help in keeping us fed and watered. The Press is reporting that most retailers have cancelled their promotions to concentrate on availability.

One retailer claimed they had 34 different variants of olive oil on the shelf that had accumulated over the years and everything has gone now, but these will now be replaced with just three of the best sellers.

It is now down to us, the shoppers, to stop panic buying and trust in the supply chain. There will be a reduced range of products on sale, but the ones that are available will satisfy the demands of the most discerning shopper. It will also help the supply chain to keep costs as low as possible and maintain prices for the consumer.

We need to prioritise the key workers and ensure they have the food they need to look after themselves and their families. We’ll get through this crisis – but only if we don’t panic.

Michael Benson is a senior lecturer in business and marketing at Sheffield Hallam University.