To complement a number of other initiatives that offer consumers a healthier choice, Co-op is encouraging greater sales of fruit and veg by issuing ‘smart coupons’ at the till, providing money off fruit and vegetables as an incentive to increase purchasing. The coupons, which offer 50 pence off fresh fruit and veg, have been running throughout July with great success. Alongside this, Co-op’s ‘Fresh, Quality, Always’ strategy has also resonated with consumers and resulted in volumes up over 15% across fresh produce in the past year, with prepared produce up 19% in the same period.
Adele Balmforth, Co-op’s Category Trading Manager – Produce, said, “we were very interested in the findings within the NFU’s Fit for the Future report as they fall very much in line with our own objectives to offer healthier products to our customers. For example, we have an active strategy on prepared veg to ensure pack sizes are more convenient and that cooking times are as quick as possible and clearly marked on all packaging. Another key focus for us is healthy lunchtime options and our salad range is up 25%. Again, this continues to be an area of focus, with more lines in development. We recognise we have more to do but the ‘Fit For The Future’ principles fit with our strategy and complement our plans.”
Adele also explained that they are considering including ‘usage tips’ on the new smart coupons, linked to seasonally available produce to encourage redemption and continued purchasing.
NFU Horticulture and Potatoes Adviser, Lee Abbey, said “we are delighted that Co-op has taken such a proactive approach to encourage increased sales of fruit and veg, alongside their willingness to engage with us on Fit for the Future. This has been mirrored in other discussions we’ve had across the industry and we strongly believe there has never been a better time to carry forward the Options for Action in our report.”
Other actions identified in Fit for the Future include the development of more convenient and snack ready products, introducing chilled checkouts and increasing the volume of fruit and veg both within and sold alongside ready meals.
“We’re putting significant resource into understanding how we can encourage cross purchasing between protein and produce via merchandising and promotional activity,” Adele explained. “And we have many new products in development to satisfy the snacking market. We’re also carrying a trial of chilled units beside checkouts to encourage impulse purchases, and as well as always highlighting on pack where products contribute towards 5-a-day, we are also using point of sale information on shelves to help make it easier for consumers to quickly identify healthier products.”
“Fit for the Future is a long term initiative but we’ve been overwhelmed with the response we’ve had so far,” Lee explained. “In the coming weeks and months we’ll continue to meet with retailers, food service providers, caterers, producers and government departments to explore the opportunities to increase sales of fruit, veg and potatoes, thereby delivering commercial growth to the sector, while at the same time executing our moral obligations to improve consumer health.”