Disagriable: Potato price gap leaves New World shoppers stunned

Author: Imogene Bedford,
Publish Date: Thu, 18 Jun 2026, 9:05pm

An Aucklander shared a screenshot to Facebook of the five-fold price difference.

Shoppers have been left stunned after discovering the same potatoes can cost five times more at one New World than another, a gap Foodstuffs says is the result of a store-specific promotion.

In a post shared to Facebook, one Aucklander highlighted the staggering price difference for yellow Agria potatoes at two New World supermarkets.

While the winter vegetable is selling for just 99 cents a kilogram at New World Southmall, shoppers at New World Orewa are paying $4.99 a kilogram.

The shopper suggested the price disparity reflected the supermarket giant’s use of customer data.

“Foodstuffs use customer loyalty programme data to analyse the highest price they can charge in that area,” they wrote.

Commenters were quick to express their disbelief at the whopping price gap.

“Once again, HBC [Hibiscus Coast] getting ripped off for food and fuel,” one person wrote.

Others said they regularly travelled to other parts of the city because they believed groceries were cheaper elsewhere.

New World Southmall has a range of special prices on offer this week, including potatoes for 99 cents a kilogram. Photo / New World Southmall

Foodstuffs told the Herald that price differences between New World stores were expected because each supermarket was independently owned and operated.

“Individual stores have discretion to vary pricing and run promotions that provide for the needs of their local community, while also taking into account factors such as operating costs, seasonality of produce and stock levels.”

In this case, it said New World Southmall’s 99c price was part of a week-long birthday promotion, marking a year since the current owner took over the store.

Selected items had been marked down throughout the produce, butchery and seafood departments as part of the celebrations.

Foodstuffs also rejected claims that its new Club+ loyalty programme was used to set prices.

“Customer loyalty insights from Club+ are used to help us better understand customer preferences so we can deliver more relevant offers, rewards and savings.

“It is not used to identify the maximum price customers are willing to pay in a particular community or to set prices on that basis.”

Foodstuffs and its member stores remained committed to providing customers with value, choice and competitive pricing, while complying with privacy and competition laws.

The owner of New World Orewa declined to comment to the Herald, but he commented on the Facebook post to explain the situation.

He said his store was selling potatoes at the recommended retail price, “as is the rest of New World North Island”.

“Southmall is having a special celebration of the owner being in the store for one year.

“They have chosen to sell a few key lines at a significant negative margin to support this event.”