JW Filshill has joined forces with the Scottish Grocers Federation for a new incentive scheme encouraging children to choose fruit over confectionery.
The Welby Fruit Loyalty Club is being trialled in 12 of Filshill’s KeyStore outlets across Inverclyde and Renfrewshire as part of the SGF’s Healthy Living programme.
The scheme incentivises kids to choose a banana, apple, orange or pear instead of confectionery by giving them a loyalty card that is stamped each time they buy a piece of fruit. The fifth piece of fruit is then free of charge.
Filshill retail sales director Craig Brown said the loyalty club fitted with the wholesaler’s strategy of positioning its retailers’ stores at the heart of their communities.
“This is a first-class initiative that will help KeyStore retailers develop their fresh food offer and increase sales of fruit & veg,” he added.
The SGF Healthy Living Programme is a Scottish government-sponsored programme. Its main objective is to increase the range, quality and affordability of fresh produce and other healthier products from across categories in convenience retail stores across Scotland.