Retailers support vegetable promotion

Retailers support vegetable promotion

Let’s eat more veg! KG Subs Club members can find out more about the Peas Please initiative to encourage us to be more healthy.

Seven major retailers, who together make up 82.9% of the UK grocery market, have come together to support the Peas Please initiative and help to drive up declining UK vegetable consumption. New Euromonitor data shows the UK ranks 21st out of 28 in the EU for fresh vegetable consumption, and that 80% of adults and children and 95% of teenagers don’t eat enough veg. It is calculated that 20,000 UK deaths a year could be prevented by tackling low consumption of vegetables and pulses.

Major retailers Aldi, Asda and Waitrose have joined the Co-op, Lidl, Sainsbury’s and Tesco (which joined the initiative in 2017) in making commitments to help their customers eat more vegetables. The Peas Please initiative aims to bring together businesses and brands from across the food system to improve the availability, affordability and quality of the veg offered in supermarkets, shops, schools, pubs, fast food outlets and beyond. Launched in 2017, it has already secured commitments from 41 pledgers and helped to sell 4.8 million additional portions of veg.

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Pledges from the supermarkets involve delivering more vegetable products, increasing veg marketing and prioritising in-store positioning of vegetables. Waitrose has committed to recommending other vegetables each time a customer puts a vegetable in their online basket. Aldi will run 12 dedicated TV campaigns to highlight promotions on fruit and vegetables, and will position vegetable offerings in higher footfall areas of its stores.

Find out more at

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Steve Ott
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