Tesco's organic path

Tesco has employed an organic brand manager as part of the retailer’s promise to get organic produce back in their stores. He will promote and organise events for organic food in Tesco stores nationally. This has recently been announced at an Organic Trade Board (OTB) meeting. Andrea Mulqueen, head of Tesco’s organic fresh produce team, stated that Tesco had made mistakes when removing certain organic fruit and vegetables from the shelves. Ms Mulqueen continued that they had reduced the organic offer last year because of the credit crunch and the impact that had had on customer spending - shoppers had stopped buying organic produce.

Tesco is taking an approach store by store with its four-point plan to get organic produce sales back up. Ms Mulqueen said the plan looked at range, price, quality and communication and which approach suited each store’s needs. She continued that they had a Top 10 list of organic fruit and vegetables to be made available in any store - blueberries, leeks and lemons, for example. Tesco’s organic sales are now excellent and more than a quarter of their fresh produce customers buy organic - 3.6 million Clubcard holders, Fruitnet reports.

Fruitnet