A fresh produce company is offering small retailers the chance to compete with the big multiples, thanks to the successful development of a new concept under the 5 A DAY banner.
Redbridge is now looking to sign up c-store operators after an eight-week trial to supply two stores with almost 30 fruit and vegetable lines proved a major success. And if demand is strong enough, the company is considering offering direct distribution to stores, with up to two deliveries a week.
The two trial stores, at Blandford Forum and Ashhurst Wood, saw volume sales increases of up to 112 per cent in the first three weeks of trading, and value rose by around 40 per cent for the trial period.
The Peterborough-based supplier developed a range of packaging concepts which would allow each product’s shelf life to be extended as long as possible, offering significant reductions in wastage to the retailers.
Sally Cleary-Corbett, group marketing manager, pictured, said that the packaging development proved to be more successful than Redbridge expected: “We erred on the side of caution, suggesting the products would have a shelf-life of up to seven days, but the retailers are telling us it should be around 15 days, and quality was still excellent.”
Redbridge trialled a wide range of different long-life packaging solutions and matched different products to different packaging to get the best results. However, the success of the scheme was not down to shelf-life alone, product quality had to be perfect, and Cleary-Corbett said the company used only the best produce. “We wanted to make sure that not only did it look great, but that it had excellent eating quality as well. We chose product according to flavour, taste and aroma.”
The extended shelf-life and regular deliveries all add up to increased sales for retailers, she said: “Our service means the retailers can stock a robust display of produce, and we’ve found that a strong, full display is more tempting to consumers than a half-empty one.”
The next move for Redbridge is to sign up retailers, and it was at Food & Drink Expo to spread the word this week. If demand is high enough, the company will be able to tap into its existing distribution network of 13 sites throughout the UK, and its 150-strong fleet of delivery vans, she added.
Another win for Redbridge has been its fruit-snacking range, again under its 5 A DAY branded range. The company supplied WHSmith’s retail travel units with high spec apples and bananas for sale near the tills. Initially trialled in just 10 stores, the fruit proved such a success, WHSmith is now set to roll it out to around 50 stores. Further interest has been generated at Boots which will be stocking the range in 30 of its London outlets
