Sussex-based independent retailer Jempson’s has slashed the price of its fruit and veg by 10% to help its customers eat more healthily.

The retailer, which has four supermarkets, is running the discount until the end of the month to back the government’s five-a-day campaign and to cater for the growing trend for scratch cooking and home baking.

“We all know eating fruit and veg is important, so we felt it would be good to encourage customers straight after Christmas,” said director Stephen Jempson. “A study has suggested Britons are not eating enough fruit and veg, so we hope our promotion will emphasise that fresh is best.”

The company sources its fruit and veg from Surrey-based Hilliard Bros. It also receives daily deliveries from Nisa and Budgens.

There had been a “positive response” to the campaign, added director Andrew Jempson. “We have been working closely with our specialist suppliers to ensure customers have an abundance of fresh produce to choose from,” he said.