Photo courtesy of Co-Op Food New store, Bramhope, Leeds. 10 May 2024. Pictured, Martin Smith. © Victor De Jesus / UNP 0845 600 7737

Co-op implements lower prices on fresh produce in convenience stores across UK

Produce Business report

Co-op has reduced the costs of more than 50 lines of fruits and vegetables to help cash-strapped consumers while keeping pace with pricing from competitors.

Noting that price reductions are still critical in a tight economy for British shoppers, the retailer is providing savings in the most impactful section of its convenience stores – healthy food items.

Co-op in fact is knocking pricing down by as much as 44% over regular retail prices, with shoppers saving an average of 20% on fresh produce. The savings will be on top of its Fresh 3 promotions.

“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,” says Rosie Bramley, Commercial Buying Manager, Co-op. “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, which was named ‘Retailer of the Year’ by British Berry Growers last year, is embracing health and wellness. Among its most powerful initiatives, it backs the NFU’s Fruit and Vegetable pledge and works closely with the nation’s farmers to try to have British produce stocked in stores when possible. It is also pouring some £6.4 million into promoting British seasonal fruits and veg in its latest scheme, with 98% of its members voting in favour of savings on healthy produce. 

Those price cuts will be available across up to 54 seasonal fresh produce lines, including: 

  • Baby Potatoes with Seasoned Butter 360G – Member price of £1 – with members savings more than 44% compared to the former standard retail price 
  • Little Gem Lettuce 2(S) – Member price of £0.80 – saving members more than 33% 
  • Irresistible Cherry Tomatoes 225G – Member price of £1.85 – with members saving more than 27% 
  • Plums Punnet – Member price of £1.35 – with members savings more than 18% 
  • Jersey Royal potatoes 750g – Member price of £1.60 –  saving members 20% 
  • Pink Lady Apples (4s) – Member price of £2.25 – with members savings more than 18%.



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