It's hoped the supermarket industry's pledges to reduce prices will help all of us at the checkout

Foodstuffs is taking an average 10 percent off more than 100 items in their stores from Monday ? in a bid to ease rising costs for shoppers.

It comes after Countdown's recent announcement of a price freeze on many of their items.

Vegetables New Zealand Director John Murphy says the discounts are good news.

He says any initiative that means people get more healthy vegetables in their homes is great.