Shoppers are keen to buy local produce over organic fruit and vegetables, with traceability more important than ever, the team at wholesaler MJ Morris & Son Ltd told FPJ.
Sales manager Mike Low said: “Traceability has become one of the most important factors now, as consumers have become really keen on local produce. The number of our customers asking for local fruit and vegetables, rather than organic produce, has really shot up.
“But we have found that shoppers either want local food, or they go down the organic route - one or the other,” he added. “The perception is that you have to be quite affluent to buy organic, but you can get local conventional produce at a reasonable price.”
The Leicestershire-based business, which has been in the trade for 60 years, supplies a full range of packaged and loose fruit and vegetables to convenience retailers, independent shops and caterers.
The majority of the UK products supplied by the firm are sourced from within a 20-mile radius.
The firm has introduced environment-friendly trays, made from oil palm, for its pre-packed range, and intends to roll out the purple, green and beige trays across all lines within the next three months.
Low said: “The supermarkets are trying their hardest to keep their prices lower than we can offer, but we offer a good service, and we make the most of our reputation as an independent, family-run business.”
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