Morrisons has won the Re:fresh Multiple Retailer of the Year award, sponsored by Foods from Spain, for maintaining its traditional focus on its fruit and vegetable offer under the Market Fresh brand.
A lot has happened to the number-four supermarket since it took over Safeway in early 2004, but the last 12 months will be seen as the period in which the Bradford-based supermarket chain finally silenced the doubters and began to show the expansion that its plc status demands.
While this has been happening, Morrisons has remained focused on the strength of its fruit and vegetable offer, under the heavily-promoted Market Fresh brand.
Morrisons has grown its range in recent years and, alongside its traditional lines, now stocks a full offer of ready-prepared salads, pre-washed vegetables, organic fruit and veg and a range of plants and fresh flowers.
Its in-store produce managers, or greengrocers as Morrisons calls them, are trained to advise customers on usage and varieties of fresh produce.
A complete rebrand in 2007, which will have spread across all stores by this summer, is thought to have made a big impact on sales, with the new logo and fresher in-store environment supported by an advertising campaign which features celebrities such as Alan Hansen, Lulu and Denise van Outen.
Morrisons fought off competition from The Co-op and discounter Aldi in this category.
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