Co-op is cutting the cost of 54 fruit and veg lines as part of its continued investment in price reductions.
The convenience retailer is making changes to how it sells fruit and veg to give its members access to price savings, with reductions worth an average of 20% across its fresh produce range compared to former standard retail prices.
The retailer noted that the additional £6.4m investment was designed to showcase the quality of its British seasonal offering. It takes the total amount invested in its member price savings and lowering prices across everyday essentials to more than £100m.
A phased roll-out of the price cuts is beginning this week. And from 19 June, a ‘Fresh 3’ promotion will offer its members further savings.
Rosie Bramley, commercial buying manager, Co-op, 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.”
Co-op has grown its membership to more than 5 million people, with a focus on increasing the number to 8 million by 2030.
Earlier this month, almost 98% of Co-op Members – who voted at its AGM – backed a motion for member price savings on healthy food products.
