The store's produce general manager Tony Sullivan set out the supermarket's vision for the year as it looks to build on recents successes as Fresh Produce Retailer of the Year 2002 and 2001. The group intends to convey a message of quality with all top-fruit products, and will work closely with growers in reaching its goal, said Sullivan.
Marcus Hoggarth, Sainsbury's apple and pear buyer, said: 'Sainsbury's wants to build on the success of 2002 where sales of Cox apples grew by £704,000.' A key criticism last year was consumers complained that they could not find products. But Sainsbury's aims to make an impact with early sales promotions geared up for English top-fruit. Volume permitting, Hoggart also said the store aims not to import Cox.
Pear buyer Leo Muid has set out plans to improve the market. He said: 'In the past there has been a slight lack of attention, focus and direction for pears. We've worked hard to improve this by looking at the range sold, by having the right promotions and the right packaging and now we know where we want to be in the future.' Hoggarth agreed and believes that there is a huge opportunity for pears. He said: 'Quality is our key competitor advantage.' Sainsbury's is aiming for 5.5 per cent growth in sales of topfruit. The group must promote heavily from the start of the top-fruit season so this will drive penetration in the marketplace.
This year there will also be a focus on improving the Bramley share and improving the English Royal Gala share and an in-store merchandising team will be on hand to add support.