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 £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.’