From a customer's perspective though, it's hard. As I've mentioned elsewhere, the refugee charity I support runs bread stalls across London, and the bread we sell is a good 100/150% dearer than you'd find a comparable loaf for in the supermarkets. You might argue that's the real price or that supermarkets use bread as a loss leader, but whenever I browsed East Street Market for fresh produce, it was always considerably dearer than in the supermarket. This is at a time when the food bank I volunteer in is rammed every week with folks trying to get food that they can't afford to buy in the supermarkets, much less at its "real price".