Prices are being slashed across the board on organic fresh produce as the major retailers go head to head in a bid to capture consumer spend during National Organic Week.
A week of price cuts and promotions will be held in Sainsbury’s, Tesco and Waitrose from this Saturday in moves to boost sales of organic food.
Tesco said it is aiming to build on its position in the sector, with around one in four customers making an organic purchase while in store.
The retailer is offering a number of price cuts on its fresh produce range as well as holding sampling sessions to allow customers to try the goods.
Christy Van Maanenberg, business planning manager, said: “There is no longer a stereotypical organic shopper. The market continues to grow apace and new ranges, together with better availability, continue to attract new customers into the area.”
She said Tesco had enjoyed an excellent summer in organics, with British organic strawberry sales climbing by more than 100 per cent.
Sainsbury’s, the Soil Association's Organic Retailer of the Year, meanwhile is offering a range of promotions in a bid to entice consumers from the conventional aisles.
The deals on offer include mangoes at £2 for two, strawberries at half price, plums with 25 per cent off and a punnet of pears with 33 per cent extra free.
Waitrose is also hoping to drum up extra business with what it claims to be its ‘biggest ever’ organic promotion. The retailer has knocked 25 per cent off every single fresh organic fruit, vegetable and salad product.
The move means more than 100 lines will be reduced, with Waitrose claiming some will be lower than their conventional counterparts.
John Foley, head of buying for fruit, vegetables and horticulture, said: “Waitrose has been at the forefront of organics for more than two decades.
“We hope these fantastic price cuts will tempt even more people to try out organics or persuade existing customers to extend the range of organic products they are buying.”
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