Convenience store chain KeyStore has joined forces with the Scottish Grocers’ Federation’s Healthy Living Programme to launch the Welby Fruit Loyalty Club.
The new scheme, which encourages children to make a healthier choice when it comes to snacking, incentivises kids to choose a banana, apple, orange or pear instead of confectionery by giving them a loyalty card that is stamped each time they buy a piece of fruit – the fifth piece of fruit is then completely free of charge.
Initially being trialled by the Healthy Living Programme in 12 KeyStore outlets across Inverclyde and Renfrewshire, the Welby Fruit Loyalty Club is also designed to encourage retailers to place more emphasis on fruit and veg in their stores.
AJ Benning, owner of KeyStore More in Cowal View, Gourock, welcomed local kids and teachers for the official launch of the scheme. “It was a brilliant afternoon and the kids were really excited and engaged with the whole thing,” said Benning. “Despite the weather not being great we had loads of kids come into the store and I’d attended a PTA meeting a couple of weeks before to explain all about it.
“I’m finding in this area that parents want to see their kids make healthier choices and I’ve noticed that a lot of them will choose fruit instead of sweets which makes the Welby scheme perfect for this store.”
Benning converted to JW Filshill’s KeyStore More trading format earlier this year, citing the move as “one of the best decisions I’ve made”. He said: “This is the type of thing that KeyStore does really well and it was a no-brainer for me to agree to get involved.
“We already had a Healthy Living Programme stand in the store which has helped boost sales of fruit and veg so the new scheme will help us persuade the consumers of tomorrow that choosing healthier products is the way to go.”
Under the Welby scheme, AJ is currently charging 35p for a piece of fruit. “I’ll see how it goes over the coming weeks and might develop it in the future by increasing the cost of an individual piece of fruit to 45p but offer a ‘3 for £1’ incentive,” he said.
Gillian Edgar, field manager for the Healthy Living Programme, said: “We’re trialling the initiative with JW Filshill in 12 stores and our aim is to roll it out to other fascias in due course. We had a fantastic launch with AJ in Gourock and thank him for his enthusiasm.
“By making something like this fun for the kids – the scheme is largely targeted at them but also open to everyone else – we are confident that it will encourage increased uptake of fruit in communities across Scotland.”
For JW Filshill, the Welby Fruit Loyalty Club fits in with the wholesaler’s strategy of positioning its retailers’ stores at the heart of the community. “This is a first-class initiative that will help KeyStore retailers develop their fresh food offer and increase sales of fruit and veg,” commented Craig Brown, Filshill’s retail sales director.
“We’ve been collaborating with the Healthy Living Programme on the launch for a couple of months now and it’s great to see it come to fruition.”