US supermarket retailer Giant Eagle has lowered prices on fruits and vegetables across its stores.
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The company is reducing prices by an average of 23% on more than 100 produce items that families purchase frequently, the company said today (30 September).
The retailer is hoping to deliver US$32.5m in annual customer savings at all 220 of its stores throughout Pennsylvania, Ohio, West Virginia and Maryland.
The price cuts are the most recent phase to Giant Eagle’s five-year price reduction initiative that has resulted in $240m in customer savings on more than 15,000 food and pharmacy products across the store, the company said.
“We know that 70% of Giant Eagle customers purchase produce items throughout the year, so we’re delivering price reductions on items that customers have told us matter the most,” said Giant Eagle senior director of corporate communications Rob Borella. “Importantly, these items are also healthy and nutritious choices.”
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By GlobalDataThe produce price reductions include items such as tomatoes and apples; a variety of Farmer’s Market and Fresh Express bagged lettuce; fresh heads of iceberg, green leaf, romaine and red leaf lettuce; and citrus items including Valencia oranges.
Borella said to introduce customers to the latest price reductions, yellow signage will be featured in the produce department and throughout the store with the message, “Save when you see yellow.”
An integrated marketing and advertising campaign including print, broadcast, out-of-home and online components will support the price reduction message.
