A former Tesco produce boss told delegates at this year’s Re:fresh conference that the time for brands in fresh produce is now.
Fresh Approach MD Peter Durose said: “Brands have not really been successful in fruit and veg and it does seem strange that brands do not thrive in this sector.
"There are some brands and maybe now is the time in the cycle for a real change... People want to feel like they are choosing from a different selection. We have spent a long time making sure there’s absolute consistency and uniformity of scale.”
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