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“There is a massive increase in demand for fresh produce generally and more people now expect to find it in their local convenience store,” said Stephen Paine, trading controller for fresh produce. “We want to be able to provide that offering for our retailers.”
The wholesaler has started including fresh produce deals for its Heritage own-label range in promotional leaflets that are distributed to shoppers and local neighbourhoods every three weeks. “That has helped make more shoppers aware of the fresh deals that our retailers are offering, the competitive pricing and the quality of the items.”
The leaflet campaign has been supported with a series of promotions on selected lines and together these measures have generated a claimed 400% surge in sales of iceberg lettuces, a 330% rise in red grape volume and a 240% increase in cucumbers.
Nisa also launched a wholesale fresh produce service in March, giving members the opportunity to buy a selection of loose produce in larger quantities, enabling them to provide a competitive offering. It was aimed at deterring bigger Nisa retailers from using local markets for their supplies.
The company says fresh produce volume has since risen by 180%, helped by a record week of sales recently. “It means our larger retailers are able to buy fresh produce in larger case quantities, at better margins, which helps them support prices that compete against supermarkets and discounters.”
Nisa has also been running “Best in Fresh” workshops for retailers, providing guidance on hygiene regulations and helping them minimise wastage and has a team of fresh food development managers visiting stores.
Source: Independent Retail News
