The head of Britain's biggest poultry firm has said food is "too cheap" and prices could jump by more than 10 % as the sector faces surging costs.
In a strongly worded intervention, Ranjit Singh Boparan, the owner of Bernard Matthews and 2 Sisters Food Group, called for a "reset" on pricing to reflect the true cost of producing food.
"how can it be right that a whole chicken costs less than a pint of beer?
you 're looking at a different world where the shopper pays more. '
the firm produces about a third of all the poultry products consumed in the uk and processes more than 10 million birds each week.
He said rising inflation was "decaying the food sector's supply chain" and the government could not fix the problem.
In his latest comments, Mr Boparan said : "The days when you could feed a family of four with a £3 chicken are coming to an end.
mr boparan- known as the chicken king- pointed to the pressure on the industry from higher costs for wages, energy and carbon dioxide, and called for "transparent, honest pricing.
"this is a reset and we need to spell out what this will mean," he said.
"Food is too cheap, there's no point avoiding the issue.
In relative terms, a chicken today is cheaper to buy than it was 20 years ago."
Mr Boparan's company, which operates 600 farms and 16 factories, has seen energy costs surge by more than 450 % higher compared to a year ago.
"we need to work with supply chains and customers to 'solve these issues '.
It is the businessman's latest warning on the problems facing the sector after he told Sky News earlier this year that even the Christmas turkey was under threat because of the shortage of workers such as butchers.
The chief executive of 2 Sisters Food Group, Ronald Kers, said that "in reality food is too cheap".
Shoppers across the country could see food prices rise by 10 per cent as manufacturers grapple with soaring energy costs and a shortage of HGV drivers.
The poultry boss went on to say that the surge in gas prices, rising inflation and labour issues meant that shoppers were 'looking at a different world from now on' and rising food costs were now 'inevitable '.
The UK's largest poultry seller has warned that the price of chicken is set to rise because of supply chain problems.
mr kers told the bbc's most popular meat, should be higher to reflect the extra costs because of brexit, covid, labour shortages and logistics issues.
He added that the "significant" inflated costs of packaging, energy and CO2 were also "bulking up the price of food".
The government's visa scheme for short-term workers meant the company was able to bring in an additional 700 people to secure the volume they needed for Christmas, but Mr Kers said the scheme came "a little to late and a little too short".
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