Retailer picks up consumer-voted award for eighth time and reaffirms commitment to local sourcing and organic fruit and veg
For a record eighth time, grocery chain Lidl has been named as Germany’s best discount retailer for fruit and vegetables at this year’s Fruchthandel Magazine Retail Awards.
The annual prize, which is based on a consumer vote, was presented to the company at Fruitnet’s Deutsche Obst & Gemüse Kongress in Düsseldorf.
“The Retail Award is of great importance to us because it reflects the direct voice of our customers,” said Christoph Graf, head buyer at Lidl.
“Fruit and vegetables are particularly important to us as part of a conscious diet,” he continued.
“We are therefore very pleased that customers have once again expressed their trust in us and appreciate our freshness and quality at the usual low Lidl price. It confirms that we put the customer at the heart of our actions.
More than 7,000 households took part in the representative survey and are understood to have rated Lidl positively in six out of ten categories: advice, regional products, quality, organic products, sustainable packaging, and enjoyable shopping.
Focus on fresh
According to Lidl, its approach to fresh produce reflects a clear focus on freshness, quality and regionality.
The group works closely with over 4,000 suppliers and has paid particular attention to the development of an organic range in cooperation with national food association Bioland.
Around 45 per cent of Lidl’s fruit and vegetables come from German producers, it adds.
“This not only guarantees short transport routes and maximum freshness, but also fulfills consumers’ desire for regional products and strengthens Lidl’s role as a partner of German agriculture.”
