Budgens has revamped its fresh produce offer as part of a trial to beat off competition in the convenience category.
The retailer has launched a category development trial on fresh produce in six stores which has seen the produce aisle given a make-up.
The new offer includes an increased range of loose fresh produce as well as more seasonal lines.
Colour photography and large barkers, including information about the products, feature alongside recipe cards for customers.
Wicker baskets, wooden crates and display tables have been put in to create “in store theatre” and rid the aisle of an “industrial feel”.
Budgens sales director Dan Quest said: “There is real interest in the product and shoppers are using the recipe cards. We’ve brought to life our Budgens brand essence of ‘Real Food for Today’s Communities’ and shown that we have a brand that can successfully compete against the multiples.”
As part of the trial all store staff have attended a workshop covering all operational elements, brand awareness and customer service.
A group of delegates from Budgens and its retail partners visited the Budgens retailer service centre at Wellingborough, then followed the supply chain back to root vegetable supplier, Fenmarc, to view the harvest of the parsnip crop.
Delegates gained a better understanding of fresh produce as they followed the material back to the packhouse, where tour guides explained first hand the processes involved in getting the end product right, technical systems and quality control.
Willie Hamilton, Budgens trading director, said: “This was an ideal opportunity for our fresh produce team and representatives from our Budgens retail partners to get closer to the fantastic fresh produce we sell and understand the process in more depth.”
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