IT IS the end of the road for the greedy cartels that have been colluding in the bread price-fixing saga.

IT IS the end of the road for the greedy cartels that have been colluding in the bread price-fixing saga.

Given trade union federation Cosatu's latest call, it appears the hefty R196 million fine imposed on Pioneer Foods by the Competition Tribunal was not enough.

Cosatu is adamant that the bread makers be forced to sell the staple at reduced prices - at cost - as punishment for price-fixing. No individual company director will feel the pinch if the fine is placed at X amount. Their pockets are too deep and they can always service the fines from their vast company reserves.

But once they start selling bread at a determined price, for a period commensurate with the time they have been robbing the poor, they will learn to resist greed.

We are with Cosatu on this - that only then will long-suffering consumers get their own back.