Morrisons is investing £19 million to speed up the supply of fresh produce as it tries to win back customers lost to rival supermarkets.
The investment will be spread across stores, manufacturing sites and logistics to improve shelf life and reduce food waste, the Yorkshire Evening Post reports.
A spokesperson for Morrisons said that the goal is to ensure fruit and veg lasts longer for the customer, as fresh food items 'lose eight hours of life in the home for every hour left unchilled in the supply chain'.
The retailer plans to spend £12 million on chilling facilities in all stores, and £7m at Morrisons’ produce facilities at Flaxby, Bradford and Salford.
Alongside the investment, the Post reported, Morrisons has held produce roadshows for greengrocers to help increase the focus on managing the condition of fruit and vegetables.
It has also introduced bins for customers to use if they think a particular item is past its best.
The £19 million investment will be complete before the end of 2014.
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