The convenience retailer is investing £6.4m in lowering fresh produce prices for its member owners 

The Co-op is cutting prices across 54 fruit and veg lines

The Co-op is cutting prices across 54 fruit and veg lines

The Co-op is chopping prices for its member-owners across 54 fruit and veg lines, it announced today (29 May).

From this week, Co-op members can save money on fresh produce lines, including: baby potatoes with seasoned butter (44% off), little gem lettuce (-33%), ‘Irresistible’ cherry tomatoes, plums, Jersey Royal potatoes (-20%) and Pink Lady apples (-18%), the Co-op said.

The move comes as the convenience retailer invests £6.4 million in lowering fruit and veg prices to give its member-owners access to “market-leading” savings of up to 44 per cent.

This latest promotional campaign is also designed to showcase quality British seasonal offering, Co-op said, and takes the total amount it has invested in lowering prices over the last 14 months to more than £100m.

The Co-op added that it will once again roll out its ‘Fresh 3’ promotion, which will offer members further savings on fresh fruit and vegetables, from 19 June.

Fresh 3 will become a cornerstone of the retailer’s member promotional offer, it said, increasing value for Co-op members as the retailer targets membership growth to 8m by 2030.

Rosie Bramley, commercial buying manager, Co-op, said: “We know that quality, freshness and price are key when it comes to fruit and veg, and we are committed to creating ongoing and additional value for our member-owners.

”Our price investment is focused on great quality home-grown seasonal produce and further underpins Co-op’s commitment to backing British farmers and growers, while helping our members to make healthy choices, conveniently.”

Last year, Co-op was named ‘Retailer of the Year’ by British Berry Growers, Bramley added.

Co-op is one of the world’s largest consumer-owned co-operatives with interests across food, funerals, insurance and legal services.

The Co-op operates almost 2,400 food stores, over 800 funeral homes and provides products to over 6,000 other stores, including those run by independent co-operative societies and through its wholesale business, Nisa Retail Limited.