Funeral director critical of possible price war
THE start of a potential price war between major funeralcare firms is nothing to fear, according to a Hampshire funeral director.
James Keen from A H Freemantle in Titchfield has questioned the integrity of corporate funeral providers as Co-Op Funeralcare and Dignity battle it out for the lowest price.
The Co-op announced yesterday that it would be reducing the cost of all its funerals by Â£100.
Earlier this year corporate funeral providers were told to be more upfront about the way they price their products and services
But Mr Keen said: '˜The Co-op has been making a significant profit for many years at the expense of those who use them. The public perception that they provide value for money is unfounded.
'˜We have never taken advantage of people financially at such a sensitive time. The Co-op does not and has never made their prices clear and is guilty of up-selling to people when they are most vulnerable.
'˜We have openly advertised our prices for more than seven years now, and indeed were one of the first funeral directors to do so.'