RUMOURS Coles will cut vegetable prices by 50 per cent are circulating today.

Vegetable growers peak industry group AusVeg told weeklytimesnow if the rumours proved true the supermarket giant would put extra pressure of farmers which would possibly lead to a decrease in quality.

AusVeg public affairs manager William Churchill believes celery, leaks, tomatoes, spring onions,  a range of lettuce, bok choy and rock melon are on the half price list.

Mr Churchill said details of the specials were scant.

"If it's a 50 per cent (cut) where is that going to come from, the growers or Coles?" Mr Churchill said.

"It's about moving volumes – economy of scale . . .  the growers don't get paid no where near 50 per cent, Coles is going to have to bear some cost. 

"Some growers will be happy about shifting produce but for many the overwhelming response will be 'oh my God' how am I going to put food on my plate?"

He said if consumers bought cut price produce it was an endorsement of the supermarket wars which may lead to reduced quality because growers couldn't produce vegetables to the same standard for a cheaper price.

"Woolworths announced the fix price guarantee last year and Coles with cut price vegetables - the supermarket wars are alive in vegetables."

Weeklytimesnow has called Coles for comment.