U.K.: Co-Op supermarket crops fruit and vegetable prices - FreshFruitPortal.com

U.K.: Co-Op supermarket crops fruit and vegetable prices

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U.K.: Co-Op supermarket crops fruit and vegetable prices

British supermarket chain Co-Operative Food yesterday (June 17) announced it would slash the prices of its fruit and vegetables across its 2,800 U.K. stores through an investment.

Co-operative Group retail chief executive Steve Murrells

Co-operative Group retail chief executive Steve Murrells

The £125 million (US$196 million) investment sees fresh produce reductions across more than 100 fresh produce lines, with prices halved for some items.

In a release, The Co-operative Group’s retail chief executive Steve Murrells says the cut-price strategy is part of a move to become the U.K.’s 'number one convenience retailer' and is a response to consumers’ shift towards buying little and often at local stores.

"Consumers are shopping differently, buying little, more frequently and increasingly swapping the weekly shop for purchasing what they need, when they need it," he says.

"In addition, food retailing remains highly competitive and we have responded to provide customers with great prices and fresh, quality produce at each of our stores.

"This makes our price investment the biggest by a convenience retailer, providing consumers across the length and breadth of the U.K. with lower priced produce and helping them to keep shopping in their neighbourhood."

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