Blog: Julian Graves gets fresh

Catherine Sleep | 24 January 2007

Natural foods chain Julian Graves is to trial fresh produce alongside its core nuts, seeds and dried fruit lines. The move suggests a significant logistic upheaval, and will be tested in the chain’s flagship Cheltenham store.

It’s a bold move, which the company said comes in response to consumer demand. A spokesperson told Natural Products magazine that customers have been asking for fresh berries and fruit, along with herbs, garlic and organic free-range eggs.

In marketing terms, these products are clearly a complementary fit with Julian Graves’ core range, but issues of shelf-life and storage are more complex, so industry observers will be watching closely to see how they get on.

Julian Graves to trial fresh produce in new flagship store


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