Waitrose will be reducing the price of over 100 organic fruit and vegetables by 25% in its largest-ever promotion between August 31 and September 12. Some will be priced lower than conventional crops.
Many are from British growers with whom Waitrose has a long-term relationship.
The Waitrose range now annually covers 350 different lines accounting for more than 16% of fresh produce sales, considerably higher than the market average.
The promotion has been
designed to overlap with the Soil Association’s Organic Week from September 4-12.
Tesco is marking the week with price cuts and promotions in fresh produce, and sampling.
This summer the multiple claimed that its sales of British organic strawberries and raspberries were up by more than 100%.