Bangkok--31 Oct--PRpedia
Tesco Lotus launches “Tesco Lotus Eat Fresh” produce brandFresh, convenient and safe for health-conscious and savvy shoppers
Tesco Lotus has introduced its new produce brand “Tesco Lotus Eat Fresh” to meet the growing demand for high quality fresh food. The product focuses on “fresh” deliveries directly from the farm, “convenient” packaging innovation and “safe” with identification of source of origin, all at great Tesco Lotus prices.
Tesco Lotus Fresh Food Trading Director Mark Murphy said, “The demand of Thai consumers for high-quality and safe fresh food has been growing over the past years. A health-conscious trend is also driving increased interest in fresh fruit and vegetables. This is why Tesco Lotus has developed a new produce brand’Tesco Lotus Eat Fresh’ - fresh, convenient and safe, with a QR-code label enabling consumers to see the very plots their produce comes from.
“’Tesco Lotus Eat Fresh’ is available at affordable prices at all 1,500 Tesco Lotus stores around Thailand, as well as from our Online Shopping service, to meet the demands of all segments of customers with different lifestyles, who all want high quality fresh produce. Moreover, we have added around 50 new product items to give customers more variety of choice. We have over 600 lines of Tesco Lotus Eat Fresh in total. ”
Tesco Lotus has continually increased purchases of fresh fruit and vegetables directly from Thai farmers to bring high-quality fresh produce to consumers. The Tesco Lotus team works closely with farmers from choosing seeds, planting, and harvesting to quality control and tests for chemical residues, under the concept “Pick up Eat Fresh, pick up Freshness from the Farm.”
“Tesco Lotus Eat Fresh” brand will apply to all fresh fruit and vegetable lines sold by Tesco Lotus. The produce will come in new packaging which aims to both preserve freshness and extend shelf life. Meanwhile, the QR-code label launched in the middle of this year will be placed on 40 popular lines of fruit and vegetables. Customers can scan the QR code on the label for source of origin and nutritional information of the product, as well as suggested recipes which change every month. The QR-code label will be rolled out to all fruit and vegetable products over the next two years.
For customers with hurried lifestyles, Tesco Lotus has invested in new processing machinery to create new ready-to-cook vegetable sets such as vegetable soup and chili paste dipping set.
The new Tesco Lotus Eat Fresh label is designed with a farm fence, reflecting the positioning of “freshness from farm to table”. Tesco Lotus is spending 120 million baht on marketing for “Eat Fresh” which includes comprehensive communications through both above-the-line and below-the-line channels, as well as online media, social media and other promotional activities.
“Developing the ‘Tesco Lotus Eat Fresh’ brand will help upgrade Thai farmers to an international level. Tesco Lotus works with growers by giving them knowledge about planting and harvesting, packing and transportation to maintain quality and safety from chemical residues according to international standards. The project also helps creating additional distribution channels for Thai farmers,” said Mr Murphy.
Tesco Lotus is committed to continuously increase purchases of fruit and vegetables from Thai farmers, with a 2013 purchase target of 120,000 tons, a 45% increase on last year. Tesco Lotus has also exported Thai farm products to 6,500 Tesco Group stores in 12 countries for many years.
“We hope that consumers will see Tesco Lotus as the destination for high quality fresh food, with convenience and affordable prices,” concluded Mr Murphy.