David Shapley
Consumers are being encouraged to pick up the best tasting seasonal fruit and veg at Marks and Spencer.
The retailer has launched Best of Season', a new initiative to promote seasonal produce.
The products selected for July are its British Heirloom tomato range, Dorset blueberries, peaches and nectarines, Ranier cherries and Fairchild clementines. Organics will also be included.
The concept is an upgrade of its selected Sunburst brand introduced two years ago which at certain times of the year similarly identified the best varieties of stone fruit. However Best of Season will be a year-round initiative, said Andrew Sharpe, fresh produce technical manager.
Selling alongside its usual offer, the new packs will be identified by a logo as well instore signage and shelf barkers. However there will be no price differentiation, said technologist Dr Jim Monaghan.
"Seasonality is becoming more important in the minds of our customers, and there are times when product is at is best.
"Our selection will be made on retrospective knowledge and of course co-ordinating our own thoughts with our growers when we choose every month. It will be the type of product the grower takes home to his own family."
Meanwhile, the retailer used the Royal Show to announce the launch of its Farm Badge Scheme to support UK producers.
The project allows farmers who supply M&S the opportunity to not only display the badge at their farm, but also to have their products identified instore with specially produced labels.