Fresh produce price-cutting strategy bears fruit for Co-op

The Co-operative's initial "Big Three" fresh produce promotion yielded growth of 130 per cent in sales of iceberg lettuce, carrots and whole cucumbers, the retailer has said.

Image: The Co-operative
Image: The Co-operative

The staples were each priced at 69p for a three-week period starting last month, bringing a 9.4 per cent lift in volumes across its fresh produce range, it said.

The offer now switches to oranges, peaches and plums, which will also be priced at 69p for standard pack sizes, again for three weeks. The programme is part of the convenience retailer's £125m "price investment strategy" across all product categories.

The Co-operative Group retail chief executive Steve Murrells said: "Our investment in the freshness, quality and price of fresh produce is bearing fruit. As a community retailer the Co-op is continuing to invest in its stores while also lowering the price of everyday essentials."

The Co-operative Food is "actively pursuing" 100 new convenience stores and will undertake 255 store refits this year.


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