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Sikhulekelani Moyo, Business Reporter
CONSUMERS have decried the sharp increase in bread price, which has gone up by about 40 percent to $640 from $450 last week saying the commodity is now beyond the reach of many.

A snap survey conducted by Business Chronicle in Bulawayo’s Central Business yesterday revealed that major retailers had increased prices for a loaf of bread to above $600.

Bread from major producers, Lobels, Proton and Bakers Inn is now selling for between $619 and $640 depending on the retail outlet.

Proton bread

Consumers said they were shocked by the sudden jump in prices within a short space of time.

Those selling from their houses are selling a loaf for $500 but demand cash.

“This is shocking, why do bakeries price themselves out of the market like this?” said one of the customers at a local supermarket who declined to be named.

Another customer said she she has since stopped buying bread.

“I stopped buying bread when it reached $340 a few weeks back,” she said.

She said bread was supposed to be a basic commodity afforded by the majority of consumers but now that it is no longer afforable, it has become a luxury people can do without.

Consumers said the exorbitant prices of bread had forced them to turn to alternatives such as sweet potatoes, samp or rice while others are now baking their own bread or buns at home.

Contacted for comment, Consumer Council of Zimbabwe regional manager for Matabeleland, Mr Comfort Muchekeza, called for stakeholders engagement to address the prices hike issue.

He said there is urgent need to find a solution as the incessant increases in the prices of basic commodities continue to erode the families income.

According to the CCZ, the cost of living for a family of six nearly $121 000.. – @SikhulekelaniM.