Tesco is acting on royal advice to try and boost its organics category. The retailer is keen to promote its organic offering more aggressively and has embarked on a major redesign of its organic fruit and veg packaging.
The plan developed from a meeting between Sir Terry Leahy and Prince Charles at Highgrove when the prince suggested the retailer did more to promote organics to customers.
Hamish Renton, business development manager for fresh produce, said the new blue and green packaging would offer far more information on organics. It will be in store by March and replace the current Why Organic?' stickers. He said: "We did a lot of work with consumers and found some people were not sure what organic actually is."
Renton said Tesco was making a substantial investment in the redesign which would also be rolled out to other categories including the meat, fish and poultry areas.