Hypermarket operator Tesco Malaysia has unveiled a new price promotion on fresh food lines that will see it discount prices on 18 key fresh food items across its 47 stores between now and 1 December, according to Malaysian news agency Bernama.
Tesco Malaysia’s CEO Georg Fischer told local media that the promotion would give customers discounts of up to 37 per cent on essential fresh food products such as cucumbers, lemons, pineapples and Cavendish bananas, as well as whole chicken, whole salmon and imported beef.
“Given the recent fuel hike and after listening to our customers, Tesco has the obligation to intensify efforts and help out customers to save on our food products that matter to them,” Fischer was quoted as saying by Bernama.
Tesco Malaysia is reportedly investing M$2.3m (US$720,000) in the price reductions, and Fisher added that they are facilitated by its direct sourcing programmes with local farmers.
“For this particular campaign, we are working closely with our contract farmers to ensure we’re able to maintain these prices,” Fischer told reporters. “Over 70 per cent of our fresh products are sourced locally and direct from farms, therefore enabling us to always ensure availability and quality.”
Fischer said that Tesco continued to retain a leading position in Malaysia’s hypermarket sector by offering over 1,000 price promotions each week without compromising on quality and freshness. He added that Tesco’s home brand products were enjoying increased uptake from customers by matching the quality of leading brands at 20 per cent lower prices.
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