There has been mixed reaction from the fresh produce industry after Tesco announced it will launch its own organic vegetable box delivery service exclusively for the London area.

Soil & Seed, a brand owned by organic vegetable supplier Tio, is expected to soft launch in November with all produce certified by the Soil Association.

Following in the footsteps of Riverford Organic and Abel & Cole, Tesco will offer shoppers the choice of vegetable, salad and fruit boxes.

Duncan Swift, a food industry expert at accountancy firm Moore Stephens, believes the Soil & Seed brand could confuse Tesco customers. He said: “The likes of Riverford Organic offer a unique personal connection with customers. Tesco can’t offer that sort of service and I sense this will only be a trial.”

However, Nick Tapp, head of agri-business at Bidwells, is confident Tesco will succeed. “London is the perfect starting point due to the low cost of distribution associated with its high density of population; Tesco understands that organics and premium brands are coming back.”

Delivery of the service will utilise the retailer’s online delivery system and allow customers to pick a time slot, seven days a week, for a standard charge between £3 and £6.

In comparison, rival Abel & Cole, recently acquired by the William Jackson group, doesn’t deliver on weekends and delivery time is subject to customer location.

Meanwhile, rival Riverford isn’t fazed by the move. “The Tesco move reflects a renewed optimism about the future of the organic veg box market and as a business we will continue to retain the elements that set Riverford apart, and that are so resonant with our customers – our connection with the farm and our relationships with suppliers,” said Riverford’s managing director, Rob Haward.

Tesco told the FPJ in a statement that the scheme will offer 'great value for money.'

A spokesperson said: “Working together with our organic farmers, customers will have the opportunity to buy a range of organic vegetables, fruit and salad, with the convenience of placing and receiving their order alongside their usual Tesco online shop.”

Topics