Simply Fresh: A British Convenience chain prioritising fruit & veg

Simply Fresh is a nation-wide convenience-store franchise group, offering customers what they need under one roof, whilst focusing on fresh, local products and the local community. Founded in 2007, Simply Fresh now have 24 stores and Simply Local has 50 stores nation-wide all averaging 1000­­­2ft, with an aim to have 350 by 2019 (Spray, 2014). With a real emphasis on the local community, Simply Fresh offer their retailers full demographic reporting facilities to offer tailored ranges in each store, with an emphasis on fresh, chilled and frozen products aiming to offer more than just distress purchases to their customers.

Simply Fresh aims to get fresh fruit and veg from local producers onto their shelves within 1-2 days of harvest. This helps to prioritise value, taste and a fresh look as well as efficient storage, rotation and regular tastings. Waste is minimised through price reduction of older produce. By focusing on organic, best of British and seasonal produce Simply Fresh’s online guidelines to customers encourage healthy living, starting by basing your diet of fruit and veg and recommending a minimum intake of 5 portions per day. Healthy eating plans, snack recommendations, special diets, kitchen cupboard stocking guidance and guidance on food safety on their website offers consumers some of the tools to help them lead a healthier lifestyle.


Membership for retailers with simply fresh could be either a 3 years Simply Fresh contract or a 12 month Simply Local contract, involving a £5000 minimum spend. Stores must adhere to their shop fit specification and the minimum orders of 75 cases of ambient and 25 cases of chilled or frozen produce per delivery, with up to 6 deliveries per week (Simply Fresh, 2014). They have over 800 own label lines classed over three price tiers; Best, Every Day and Price fighting value.


Simply Fresh aim to support their retailers by offering bespoke, tailor-made services to enable them to run efficiently whilst taking into account the experience of the retailer; whether they are a first time retailer or have a wealth of experience. In addition to online support their business development managers make regular visits to stores to compile reports assessing where revenue and custom can be captured and carrying out demographic surveillance (Simply Fresh, 2015).


Services to retailers include stock control support and online ordering, ongoing business reviews, demographic reporting, initiatives with local community including a collaboration in one community with a local school championing healthy eating, financial services and merchandising & marketing material. This material includes 3 weekly promotional cycles where Simply Fresh will provide fully themed point of sale stations, often around fresh produce, leaflets, free loyalty cards and bespoke marketing services (Simply Fresh, 2014). Often they like to let the produce speak for itself so colourful displays are created with plentiful fruit and veg arrangements.