UK supermarket giant ASDA Groceries says it will invest as much as £27 million on improving the quality of its fresh food range. Asda is making the improvements as part of its quality investment program, in the wake of the completion of its £100 million ‘Chosen by you’ label re-launch, with the retailer claims was the single biggest campaign in British retailing history.
In order to enhance the range of its fresh produce, the retailer will employ nearly three times as many quality assurance inspectors as before, who will operate in the supermarket chains depots and at its supplier farms, enabling the company to carry out a far greater number of quality control inspections across its supply chain.
Additionally, Asda Groceries says it has also implements an innovative butchery specification to all its fresh meat, which it says helps improve the taste and tenderness of its key meat products.
Announcing the move, Asda president and CEO Andy Clarke, said: “Having successfully completed the rollout of ‘Chosen By You’, we’re now embarking on the next phase of our quality programme.”
“We’re investing £27m introducing market-leading quality specifications across all of our fresh meat and produce. And through a combination of significantly more quality controls on our farms and in our depots, and by removing unnecessary middlemen along the way, we’ve been able to enhance the quality of our fresh food and keep prices low for customers.”
Please Note - All Prices Quoted Are Correct at Time of Posting