Morrisons (Wm Morrison Supermarkets Plc)
F6. Fruit and vegetables
1 January, 2013
Submitted: 15 November, 2012
We will revamp the produce department in more of our stores to encourage customers to increase their consumption of fruit and vegetables. This will include new layouts, extended choice and exciting innovations. Vegetables will be placed on ice to ensure the best condition of the product and misting technology will be used to optimise freshness. Exciting new lines will be added to give fruit and vegetables more of a wow factor and displays will enhance the market feel. Our experience to date indicates that this could increase sales of fruit and vegetables by an average of 14%, helping customers get nearer their 5-a-day.We are also committed to including at least one portion of fruit and vegetables in childrens ready meals when our new range of childrens food launches next year.Going forward we plan to look at the potential of behaviour change approaches to get more people buying fruit and vegetables.