Actions for Pledgers
The Peas Please commitments framework includes two commitments for retailers. One focuses on increasing vegetables in composite foods including ready meals. The other refers to point of sale strategies to drive up sales. This commitment is as follows:
Retailers commit to re-evaluate the way they sell vegetables, adopting new measures to drive increased consumption while maintaining their existing commitments to reduce waste
To support retailers in implementing new measures a menu of potential actions was developed through a series of workshops involving large and small retailers, civil society groups. civil servants and academics. We consulted retailers extensively during the finalisation of the menu.
Overall, we recommend developing actions which focus on 3 main objectives: making fruit and vegetables more CONVENIENT, ATTRACTIVE and NORMAL to purchase. Actions can be grouped according to these objectives and according to whether they are focused on in-store/online SIGNAGE, STRUCTURE or SERVICE.
Menu of actions for retailers
Convenient
Attractive
Invest in at least one seasonal (or frozen/tinned) vegetable TV advertising campaign per year (not inc. Xmas), where veg is the lead
Ensure there is at least monthly veg (fresh/frozen/tinned) advertising through both print and digital channels
Retail social media to include appealing mention of veg every day
Ensure that “additional promotional space” is given to at least one vegetable line per week
Allocating a higher proportion of floor space to veg
Improving the number and appeal of promotions including vegetables
Skewing loyalty card rewards to increase incentives for buying vegetables
Harmonising veg offers (range, price, and inclusion within promotions) between retailers’ supermarkets and convenience stores
Ensure increasing veg use and presence is at the top of the agenda when planning retail NPD strategy across all food categories
Increase the use of veg products by retailer-employed chefs on innovation days and press days
Demonstrate leadership in incentivising producers and suppliers to develop new products
Ensure the main website landing page and fresh produce landing page always includes a veg photo or meal suggestion including veg
Ensure all retail main-course recipes published across all advertising space includes at least two portions of veg.
Introducing new and improved signage for vegetables in store
Increasing presence of vegetables in lunchtime meal deals through increasing the % of main meal options with a portion of veg and ensuring there are at least three snack options which include a portion of veg
Ensuring that the side dish in evening meal deals always includes both a salad and a vegetable option
Implement link save promotions for veg lines with ambient cooking sauces and spices giving customers inspiration
Take steps to make it easier for people with Healthy Start vouchers to spend these on fruit and vegetables
Retailer product development teams will encourage and actively promote the use of veg in new products
