UK: Riverford Organic prices more than competitive

The prices of organic grower Riverford Organic, which delivers farm produce through its nationwide network of franchisees, are on average 19.3 % cheaper than Tesco, Waitrose and Sainsbury’s, topping them by 8, 18 and 32 % respectively with their best value boxes beating the supermarket equivalent by over 40 % for the second month running, Franchisees International reports. Riverford’s founder Guy Watson states that this is possible without compromising on flavour and freshness or on the treatment of their growers. To the company, it has always been a fundamental principle to make organic food as affordable and accessible as possible. He continues that their farming methods, minimal approach to packaging, and their model of regional farms to reduce food miles brings their vegetables in so much cheaper than the supermarket model.

Also, the company's policy is about sound ethics, good health and great flavour rather than cosmetic perfection. Farmers therefore get a better yield out of the same area than they would if they were supplying one of the big players, Mr Watson continues.Riverford’s Managing Director, Rob Haward explains that innovation in logistics combined with strong marketing and a dedicated network of independent franchisees can drive growth even through harsh economic times. Customers want to be reassured about value, but they also value the convenience of free delivery and the way a weekly box reduces supermarket trips. Customers value what they get in the vegetable boxes. To the recent Farm Pumkin days at the company, more than 5,500 of customers came to visit.
 

Franchise News International