A small rural retailer has launched a war on Tesco’s prices in a bid to change the public perception that small shops are pricier than the supermarkets.

Pablo Dimoglou, who owns Yaxham Waters Farm Shop in Yaxham, Norfolk, is offering groceries 50% cheaper than Tesco, and performs a daily pricecheck on his competitor. He has also distributed 2,500 leaflets to inform locals that his store is ‘Cheaper than Tesco’ and says that customer numbers have trebled as a result. “It is ingrained in the British psyche that supermarkets are cheaper and small shops are really expensive,” Pablo said. “We are showing that is not necessarily the case.” Pablo is now launching a campaign, ‘Thumbs up for Local Business’, to encourage shoppers to support local business.