UK supermarkets to redesign stores to increase fruit & veg sales
The joint effort is being funded as part of a £5m Wellcome Trust programme, Our Planet, our Health, which aims to improve human health in a world going through profound climatic change. According to researchers by eating more vegetables and fruit and less red meat people could live healthier lives and also cut down carbon emissions by reducing livestock.
In the project, to be launched this week, Oxford University scientists will work with Sainsbury’s executives in a program that will see supermarkets redesigned. Changes include placing vegetarian alternatives on the same shelves as meat products; giving vouchers and loyalty points to shoppers who choose vegetarian products; and providing recipes and leaflets that outline how shoppers can eat less meat.
“Shoppers can now choose from a much greater variety of produce than they did in the past, especially when it comes to fruit and vegetables,” said Judith Batchelar, director of brand at Sainsbury’s. “That gives them a greater opportunity to make meat-free choices, which is what we are seeing today. The question is: how can we take that further.”
“We also use the plinths at the end of store aisles for promotions for foods that inspire – spaghetti and lasagne sheets made from vegetables, for example,” said Batchelar.
source: theguardian.com
