Environmental group Friends of the Earth’s “Real Food” survey of British supermarkets’ organic ranges place Waitrose top, scoring eight out of a possible twelve marks, despite receiving one out of four in the ‘organic food’ category.
In the ‘GM-free meat’ and ‘dairy products’ categories the chain scored two out of four, and an excellent rating of three out of four for ‘non-contamination with pesticides’ and ‘affordable organic food’.
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The survey kicked off Real Food Week, which runs until June 25, with results coinciding with Iceland announcing intentions to take organic food into the mass market.https://www.just-food.com/news_detail.asp?art=8901
Iceland scored three out of four for its GM-free food and two out of four for pesticide-free food, coming a joint second with Asda. Bottom of the survey was budget chain Netto, which failed to score any points. Co-op, Safeway, Morrisons, Somerfield and Tesco all only managed to score one out of four for their organic food.
When it comes to food retailing, the consumer rules, and supermarkets cannot afford to ignore the growing demand trend for so-called ‘real food’. Consumers are starting to insist on affordable food that is both GM and chemical free, satisfying this will be the major challenge facing supermarket chains in the race to be top food retailing brand.
The survey suggests that the supermarkets have a long way to go to meet public expectations. Those that don’t may find that customers simply move their business to those who can; paradoxically, customers carry ‘loyalty’ cards for multiple brands, choosing who to be ‘loyal’ to depending on the range offered.
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By GlobalDataThe intelligent (and necessarily mobile) consumer picks the best products from two or three retailers, to complete their weekly quota. The chain that chooses to ignore such a trend will find life increasingly difficult in today’s climate of consumer ‘disloyalty’ – gone are the days of single supermarket households, as acknowledged by the recent demise of Safeway ABC points. A prime organic range could be the key. . .
