Sainsbury’s removes organic premium
Promotion offers key organic lines at standard price
June 9 2002
Sainsbury’s is to reduce the price of 100 leading organic products for one month.
The promotion, starting on June 26, will bring the price of organics into line with cheaper counterparts produced using conventional farming methods.
Peter Morrison, Sainsbury’s innovation and inspiration manager says: “Research has shown that the main barrier preventing our customers from trying more organic products is price. We realise that organic food production costs more, so this will only be for a limited period. However it will give our customers, some of whom may never have tried organic food before, the opportunity to taste how good it is.”
Key organic facts will be highlighted in store to help customers understand the supermarket operator’s approach, as well as organics in general.
Patrick Holden, Director of the Soil Association says, “The Soil Association welcomes the approach Sainsbury’s is taking, offering lower prices for a limited period to encourage more people to try organic food, but committing itself both to educating the public about why organic food costs more and to returning to prices that ensure a fair return to farmers.”
In addition, Sainsbury’s will be introducing over 50 new organic lines to coinicde with the promotion, including baby food, new cheese varieties, and own label organic smoothies.
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