Daily London
An independent supermarket is changing the way it advertises the price of fruit and vegetables to shoppers, and is hoping the major chains will follow suit.
Ritchies, also known as Ritchies Supa IGA, will now show the cost of a daily nutritional serve of fruit or veg, instead of the unit price per kilogram, to customers.
This price is far cheaper but it’s hoped the plan will not only help Aussies save money but encourage them to build healthier eating habits.
“It’s trying to change people’s mindset,” Ritchies CEO Fred Harrison said.
One serve of fruit is 150 grams, while one serve of veggies is 75 grams.
The recommended daily intake is two serves of fruit and five serves of vegetables.
Researchers believe it could persuade Aussies to buy more fruit and veg if they realise how cheap it is to get to the daily recommended dose.
“If you’re just looking at $7.99 for zucchinis, you might think that’s a bit steep,” Fiona Newton from Monash University said.
“But if I tell you it’s 60 cents per nutritional serve, our research says that your mindset changes.”
Newton claims the changes have already caused changes.
“Our research shows that it’s increased per day (by) 60 grams of extra vegetables per loyalty card customer,” she said.
“That’s about 420 extra grams a week.”
More than 70 Ritchies IGA stores on the east coast of Australia have already taken on the new approach, with plans to launch it nationally.
There is now a push to take it to Australia’s major supermarkets.
“It’s good for your health, good for your wallet and it’s good for Aussie growers,” AusVeg CEO Michael Coote said.
