The Co-op is cutting prices for its members across up to 54 fruit and vegetable lines as it continues its investment in price reductions.
The convenience retailer is investing £6.4m to reduce fresh produce prices by up to 44% compared to former standard retail prices, and provide savings on average of nearly 20%.
Fresh produce featured in the member price savings which launch this week include baby potatoes with seasoned butter, little gem lettuce, cherry tomatoes, a plums punnet, Jersey Royal potatoes, and Pink Lady apples.
Co-op said that from 19 June, it will also bring back its long-standing ‘Fresh 3’ promotion to further increase value for shoppers.
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Commercial buying manager Rosie Bramley said: “We know that quality, freshness and price are key when it comes to fruit and veg, and we are committed to creating ongoing and additional value for our member-owners.
“Our price investment is focused on great quality home-grown seasonal produce and further underpins Co-op’s commitment to backing British farmers and growers, while helping our members to make healthy choices, conveniently.”
Last week, the retailer unveiled “ambitious” new sustainability targets aligned to its credit facilities.
The new targets include reducing carbon emissions across its supply chain, with the aim of having two thirds of suppliers enrolled in the Science Based Targets initiatives by the end of 2025, up from 37% currently.
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