El Corte Inglés Introduces Competitive Pricing Strategy For Fresh Produce
El Corte Inglés has expanded what it describes as a 'very competitive' pricing structure for fresh produce sold in its stores.
Three years on from the implementation of a strategic review of its fresh produce supply chain, the Spanish retail group said that this scheme has now been extended to include fruit and vegetables, seafood and meats, according to Europa Press.
One of the core aspects of the scheme is what El Corte Inglés has called its 'kilómetro cero' (kilometre zero) strategy, whereby the retailer is upping the amount of fresh produce it sources in the vicinity of its stores.
This includes a number of 'closed cycle farms', which form part of a vertically integrated meat supply chain, and the use of local fisheries.
Approximately 90% of the 4,000 items of fresh produce on sale in El Corte Inglés is sourced in Spain, while 25% is sourced locally.
© 2014 European Supermarket Magazine – your source for the latest retail news. Article by Stephen Wynne-Jones