Abel & Cole managing director Duncan Gibson said the grocer compares its fruit and vegetables each week against the supermarkets’ organic offers and claims to be between 3 per cent and 38 per cent cheaper.
“Last autumn we saw the nation’s pro-organic stance switch to be more critical as shoppers started to worry more about price,” said Gibson. “We knew we were always incredibly good value but by surveying our competitors constantly it gave us the confidence to go out and tell our customers about our pricing.”
Gibson said the grocer will this week embark on an email and direct mail campaign offering a 25 per cent discount and outlining its value credentials. “Just because we are organic, some people assumed we are expensive, but in reality we are supplied directly from the farmer so there are no hidden costs.”
Gibson said Abel & Cole is showing good growth, with like-for-like sales for the week ending January 16 up 8 per cent compared with the same period last year.
The performance contrasts with some grocers that have reported a dip in sales of organic foods. Abel & Cole, which delivers to about 35,000 customers a week, has expanded its product range and now stocks about 800 items including meat, fish, dairy, and sauces.
No comments yet