Coles has asked suppliers to drop their prices in an effort to match decreasing inflation, which has clearly outraged both producers and consumers.

QUT Professor of Marketing and Consumer Behaviour Gary Mortimer told Jo McManus on 6PR Mornings the push will potentially preclude a “discounting blitz” by the supermarket aimed at bringing customers back through their doors.

At the same time, he says over a thousand suppliers have requested Coles actually increase their costs to support struggling primary industries.

“I think what we’re now seeing is inflation finally getting under control, but now we’re facing deflation,” Mr Mortimer said.

Press PLAY to hear more about Coles’ call to lower costs