Waitrose customers are set to go manic for organic with the supermarket's biggest ever organic promotion.
Waitrose will be knocking 25 per cent of the price of every single organic fresh fruit, vegetable and salad between August 31 and September 12.
The promotion has been designed to overlap with the Soil Association's Organic Week, which takes place from September 4-12.
This means that more than 100 fresh fruit, vegetables and salads will be dramatically reduced - with some below the price of their conventional counterparts.
Waitrose was one of the first supermarkets to sell organic products in 1983 and is now the market leader. But the supermarket is hoping that its most ambitious organic price promotion ever will tempt even more shoppers to sample the organic difference.
Waitrose has a policy of sourcing its organic produce from the UK, wherever possible and many of the products on promotion have been grown by British growers with whom Waitrose has a long-term relationship.
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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