Tesco ranked top retailer for fresh food
25 July 2013 By John Scouler
Having enjoyed a long stretch of hot sunny weather, fresh food has perhaps been even more front of mind for our customers this week - there’s nothing like biting into a fresh juicy piece of fruit on a hot sunny day or enjoying a fresh, cool salad on a balmy summer evening.
For me, it’s always front of mind. Today more so because customers have ranked Tesco as the top retailer for fresh food in a consumer poll carried out for Retail Week by ICM Research. The survey said that for more than two thirds of consumers, quality is ‘very important’ and 44% believed quality and price are equally important in deciding where to shop.
Our customers have come to expect great quality and great freshness from us and we know that we have to get this right not just sometimes but every time. It’s the quality of our foods that make them flavoursome and keep them fresh in your fridge or cold store for longer. These are the things that matter to customers and will keep them coming back to us, trusting us to do it right.
Working with our fantastic suppliers, we look at ways of keeping our food as fresh as possible, even when we are battling with temperatures higher than 28 degrees! Our Real Food website sets out to help our customers understand more about where our food comes from and what we do to ensure it is fresh and of the highest quality.
Strawberry grower Alastair Books, at Langham Manor Farm in Kent, has supplied Tesco for 25 years. He spends a lot of time training his pickers and workforce to understand the quality that Tesco wants for its customers so that they can enjoy sweet, ripe tasting British strawberries throughout the season. The temperature has to be just right, all the way through the supply chain and that’s what helps us to ensure the longest possible shelf life.
Chris Chin, an innovative asparagus grower in the Wye Valley, has been supplying Tesco with the Finest Jubilee asparagus, an especially sweet and tender variety that is exclusive to us. Every effort is made to preserve its freshness and sweetness and thanks to the onsite packing facility, the farm delivers the produce to our supermarkets the very same day it is picked.
Love Every Mouthful, which we launched earlier this week, is about putting more emphasis on telling our customers where their food comes from and all the care and thought that has gone on behind the scenes, at every farm, on every production line or at every meeting, to source the best quality food and the freshest produce. I’d like to thank our customers for recognising our efforts.
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