João Pessoa consumer agency spots steep price gaps in king cheese and cold cuts

The Municipal Consumer Protection Secretariat (Procon‑JP) in João Pessoa surveyed 16 supermarkets and public markets on 29 July, collecting prices for 56 varieties of cold‑cut products. The study found the largest per‑kilogram price difference for “queijo do reino” (king cheese) from the Piracanjuba brand, ranging from R$ 75.90 at Atacadão (Geisel) to R$ 134.99 at Bemais (Bancários), a gap of R$ 59.09 (77.85%).

The greatest percentage variation, 123.60%, was recorded for Perdigão turkey breast, priced between R$ 33.90 at Frios Patoense (Mangabeira) and R$ 75.80 at Novo Mercato (Altiplano), a difference of R$ 41.90. The second‑largest gap, R$ 52.55, involved Tirolez king cheese, with prices from R$ 83.90 (Atacadão – Geisel) to R$ 136.45 (Super Box Brasil – Geisel). Other notable variations included Sadia turkey breast (R$ 31.11 gap) and Seara ham (R$ 18.30 gap). Procon‑JP advises consumers to consult the survey before buying to secure better prices.