Sales growth in fresh produce is twice that elsewhere in Marks & Spencer's food department, despite sustained encroachment from mid-market luxury lines.
The Baker Street-based multiple has fought off competition from the Tesco 'Finest' and Sainsbury's 'Taste the Difference' ranges which are designed to steal much of traditional M&S territory.
In a speech to the Horticulture in Focus conference on February 28, M&S senior produce buyer Gary Linsell said that the firm benefited from its team of trained greengrocers whose job it was to talk to customers.
He also said that bosses at the much-loved UK institution were unhappy with M&S's 'expensive' tag, saying that the reality was instead one of extremely high quality and value for money.
In the last 12 months, cutting-edge merchandising has reinforced the message of ripe, fresh quality with large colourful boards and crystal clear images of fruit and vegetables.
An aggressive approach to advertising had also helped – as in the past M&S had 'gone to great lengths to find the best produce, but not told anyone about it.' '[This year] We have told the consumer why we let the fruit grow for longer,' said Linsell.
In an interview with freshinfo after the speech Linsell explained that Tesco and Sainsbury's decision to fight M&S on its own backdoor was perfectly understandable.
He said: 'We can't blame them, but we still believe we are better at it.' Linsell came under fire from the floor amid feelings that M&S could do more for its growers.
But he defended the attack.
He said: 'If we just gave customers what the industry wanted, neither your nor me would have a business.
'Everywhere I go I talk to growers – but if we started underwriting things we would cease to be retailers in the traditional sense.' M&S increased produce market share by 0.2 points in the recent past. It rose from 5.9 per cent in 2000, to 6.1 per cent in 2001.
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