Asda ditches ‘middlemen’ in £27m fresh produce rejig

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Asda has taken a leaf out of Morrisons' book with greater vertical integration in a bid to improve the quality of its fresh offering.

Chief executive Andy Clarke said Asda had cut out "unnecessary middlemen" and added "significantly more quality controls on our farms and in depots". He also revealed the retailer had completed the rollout of its revamped mid-tier own-label range, Chosen By You.

"We are now on the next phase of our quality programme, investing £27m introducing market-leading quality specifications across all fresh meat and produce," Clarke said.

He was speaking as Asda unveiled like-for-like sales for the three months to 31 March up just 0.1%. It said the rise would have been 0.8% if adjusted for the late timing of Easter.

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