The Czech Minister of Agriculture, Zdeněk Nekula (KDU-ČSL), recently took to Twitter to express his appreciation for Lidl’s reduced price of flour at CZK 12.90 per kilogram. However, the tweet sparked criticism and ridicule from the public and fellow politicians, despite customers taking advantage of the offer and purchasing the discounted flour in large quantities.

Lidl, a German supermarket chain, had offered the Belbake brand of flour at a discounted price, down from its usual CZK 21.90. The offer was exclusively available to customers who used the Lidl Plus card or app, which provides various benefits and coupons to its users.

While Minister Nekula thanked Lidl for their cooperation and for understanding his intentions, the tweet faced a backlash from the public and other politicians. Miroslav Kalousek, a politician, responded by accusing the minister of insulting others and making the government’s functioning impossible.

Although the discounted flour was available for just one day, Lidl customers seized the opportunity. When the PragueIN.cz news team visited a Lidl store in Prague 3 on Thursday, the discounted flour had returned to its regular price, indicating that the offer was time-limited. Store assistants mentioned that Lidl frequently offers short-term discounts, highlighting the need for customers to stay alert. Additionally, the discounted flour sold out quickly, according to one employee.

It’s worth noting that Lidl was not the only retailer offering discounted flour on that day. The wholesale store Makro provided the Ramill brand of flour for CZK 20, while Tesco had a sale on the Mlýny J. Voženílek brand for CZK 17.90.

The differing reactions to Minister Nekula’s tweet highlight the varying opinions on government officials endorsing specific business promotions. While some criticized the minister for his apparent endorsement of a private company, others focused on the positive response from customers who benefited from the discounted flour.

Ultimately, the incident serves as a reminder of the complexities that can arise when public figures engage in promotional activities and how the public and fellow politicians interpret and respond to such actions.

Article by Prague Forum