Victoria's peak farming body has accused the major supermarket chains of ripping off consumers and farmers by labelling the same products differently.
Grocery chains often have up to three different private brands which are priced differently but contain the same product, the Victorian Farmers Federation (VFF) told an inquiry into grocery prices in Melbourne on Monday.
"There's home brand, there's a medium one, then there's the top one," VFF Deputy President Meg Parkinson said.
"They don't say Woolworths or Coles, they have got another name.
"Basically the product is the product.
"You're paying a different price for the brand, not for the products. It's pure profit.
"It's usually the same people who are supplying them at the same price."
The inquiry, conducted by the Australian Competition and Consumer Commission is investigating the competitiveness of retail prices for standard groceries.
