Fruit merchandising in the UK took on a new complexion this week, as an in-store French apple promotion encouraged customers to buy English.
The Co-operative Retail Trading Group, which has 2,500 branches, has launched a three-week promotion on French Royal Gala, packed by JP Fruit, from September 22.
Nothing particularly significant about that, until further inspection of each seven-pack of French fruit ñ being sold at 33 per cent off (99p down from £1.49) ñ reveals a 20p coupon in the bag, redeemable on the next purchase of 1kg of loose English top fruit.
The packs are listed in all branches, but it is not obligatory that all branches stock them.
The prepacks contain a full-colour, illustrated leaflet highlighting the offer and Co-op's support of English top fruit with the slogan: “You've just bought some delicious French apples, but did you know that new season English apple varieties are now available? We go further so you don't have to.”
Alex Payce-Drury, Co-op's head of category buying, produce and frozen foods, told the Journal: “This is a new departure, and we are the first to link sources together in this way.”
He recognised that the move could be misunderstood, but justified this by adding that bicolour varieties from all European sources represent the biggest selection on Co-op shelves at this time of the year.
“Many UK apples and pears have different properties to their French counterparts and are complementary to them,” said Payce-Drury.
