Capper & Co launches Market Garden brand for fresh

Market Garden: new fresh produce brand

Convenience retailer Capper & Co, which operates 500 stores under the Spar fascia, has relaunched its fresh produce offer under the Market Garden brand.

The move is designed to drive sales and footfall with high quality produce, demonstrating the business’s commitment to fresh.

The Market Garden range will include farm-assured produce, re-printed recyclable bags and recyclable punnets.

It will be supported by POS material such as flash labels; window posters and gondola ends; a new banana stand and dump bin combo to enable more effective merchandising of promotions; a fit for purpose range of produce chillers; and leaflets and media activity highlighting the message of buying fresh.

John Penquet, produce manager at Capper & Co, said: “The objective of Market Garden is to implement an all encompassing produce brand solution that will drive profitable sales through offering our customers a high quality, competitively priced produce range.

“The produce market is growing in value by 3% and in volume by 8% in spite of the economic downturn,” said Penquet.

“However produce participation is currently only circa 2% of RDC sales – there is clearly a significant opportunity here to increase this number,” he said.

“The quality of our fresh produce is paramount and there is full specification for every product, with quality controllers checking product freshness.

“Furthermore, we have a first-rate sourcing strategy in place, and ethical relationships with our growers, who we are now working with directly to ensure full traceability.”

Richard Harman, trading director at Capper & Co, said it was the ideal time for retailers to refresh their produce offer. “Produce sales are growing and with customer shopping missions changing, retailers must have an attractive fresh proposition if they want to increase their customer base,” he said,