Tesco is to offer Icebergs to customers at two for 75p in a bid to boost sales and consumption of the leaf vegetable.
The retailer is working in partnership with G’s Fresh in what it calls 'an effort to be more responsive to the natural peaks of the summer growing season'.
The two businesses are identifying where good weather is going to create a bumper crop, and setting up the special promotions in tandem with this to make extra lettuces available to customers at a lower price.
The first promotion went live in Tesco stores in early July, and also allows customers to mix and match their Icebergs with celery and beetroot from G’s Fresh.
Rick Clay, commercial manager for G’s Fresh, said: “This year Tesco gave us a base volume commitment for the whole of the season – something we’ve never had with any retailer before now - and we’ve worked together to come up with a plan to trade crop flushes as and when they occur. It’s all about being more responsive within the security of an underlying commitment.”
Adam Hill, Tesco’s salad sourcing manager, said: “This work is part of Tesco’s commitment to working in partnership with our suppliers and helping customers to tackle food waste from farm to fork.
'We want to make sure our customers benefit from the natural peaks in the growing season and over the coming months, customers and suppliers will see the benefits of this same approach across various British crops.”
The promotion will run until 26 July.
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