I know I’ve gone on about this before and in all honesty it’s just a fact of commercial life, but it still irks me when I see branded pet food being sold at really silly, below wholesale prices. I’m all for healthy competition but the playing field needs to be fairly level! What am I on about? Well an advert popped up on my Facebook page from Tesco offering £2 off a bag of Wagg dog food, bringing the retail price down from £9 per bag to £7 per bag. With a trade price around the £9.50 mark inc VAT, it’s far cheaper for me to buy from Tesco than from my favourite wholesaler. I’ve seen this time and time again over the years when a brand of dog food is selling at a particular price point and cutting that price dramatically only devalues the product.