What are your priorities for Lidl’s fresh produce category for the coming year?
Emma Byrne (EB): We are constantly looking at ways we can improve and continue to please our customers. It feels like there is a real focus out there on fresh fruit and vegetables, not just between retailers, but from the perspective of the public. The more focused we become on health and the benefits of fruit and veg, the more excited and interested our customers are about what we have to offer. Who would have thought a few years ago that everyone would be so enthusiastic about kale?
Jon Covey (JC): We will continue to focus closely on the quality and freshness of our products. We have made big improvements to our offer over the last few years and established a solid platform upon which to grow the business in the future. It is an exciting time for Lidl UK and we will continue to improve our offer to our customers.
EB: We are also looking to freshen up our range design in 2016. We’ve come a long way to try and establish our Oaklands range and are really proud of the way it looks, but it’s time for something new.
How does the fresh produce category compare in sales performances to other Lidl offerings?
JC: Our category has performed consistently well over the last years. Fresh produce has been placed at the heart of the company’s strategy in the UK and we are proud of this.
EB: The space allocated to fruits and vegetables in store has been sizeably increased over the last few years, which I think is testament to our success and popularity with our customers.
How have value and volumes in the category performed over the past year?
JC: We are really pleased with the performance of our category. In the context of a business growing at a phenomenal pace we have maintained an extremely healthy performance. We have consistently delivered strong double-digit growth.
EB: Volumes have been really impressive and the promotions that we run are going from strength to strength, which is great as our customers now recognise us as a fantastic fresh produce retailer.
What is driving consumer trends in fresh produce among Lidl customers at the moment, and how do you see this developing?
EB: I think the expectations of the UK fresh produce consumer have really evolved over the last few years.
JC: I agree, as Emma mentioned earlier there seems to be a real shift towards healthy eating and nutrition, which is a great focus for us. Now that we are more established we can also offer a greater variety of products. Range development remains a big factor for us.
EB: Items that would have been considered more niche are now shopping list favourites – such as sweet potatoes, avocados, butternut squash, pomelo, and of course kale. We think it’s a category that people now love to buy, rather than feeling that they have to.
JC: And who can blame them! This time of year is so exciting, we have juicy nectarines, peaches, apricots, melons, not to forget delicious British strawberries – you just can’t beat this time of year.
EB: It’s a fantastic time of year for British produce, all the lovely salad lines are in full swing, new crop potatoes have started and we get to eat freshly-harvested marrows, pak choi, purple sprouting broccoli, corn on the cob – the list goes on.
JC: It’s so fascinating to go to the farms and see these products growing, we are really proud to support British produce. We work hard with our producers to ensure the best possible standards, there is a shared passion for our produce, which we try our utmost to translate across to the shelf.
What is Lidl’s strategy regarding its supply base, and how do you plan to cater for growing sales in fresh produce from a supply point of view?
JC: We work really closely with our suppliers to ensure we have the correct product, quality and volume for our customers.
EB: We are fortunate to have a really strong supply base, most of which have been with us for several years. We have experienced phenomenal growth and our suppliers have been able to experience that with us, so growing sales is a challenge we look forward to.
What plans do you have with regards to further tiering in the produce department, such as expanding organics?
JC: Our Oaklands brand already encompasses several ranges including ‘Oaklands for Kids’ ‘Oaklands Easy’ and a new premium range. We would definitely like to incorporate our organic products. Undoubtedly there is scope here and this will be a key focus for us.
What marketing plans do you have for the fresh producecategory for the coming year?
EB: We are always looking at new and interesting ways to promote our fresh produce so watch this space.
