An independent supermarket is changing the way it advertises the price of fruit and vegetables, hoping major chains will adopt the approach.
Ritchies, also known as Ritchies Supa IGA, will now display the cost of a daily nutritional serve of fruit or vegetables instead of the price per kilogram. This method is significantly cheaper and aims to help Australians save money while encouraging healthier eating habits.
“It’s trying to change people’s mindset,” Ritchies CEO Fred Harrison said. One serve of fruit is 150 grams, and one serve of vegetables is 75 grams, with the recommended daily intake being two serves of fruit and five serves of vegetables.
Researchers believe this pricing approach could encourage Australians to buy more fruit and vegetables once they realize how affordable it is to meet the daily recommended intake.
“If you’re just looking at $7.99 for zucchinis, you might think that’s a bit steep,” said Fiona Newton from Monash University. “But if I tell you it’s 60 cents per nutritional serve, our research shows that your mindset changes.”
Newton noted that the change has already had an impact. “Our research shows that it has increased vegetable consumption by 60 grams per day per loyalty card customer, which amounts to about 420 grams a week.”
More than 70 Ritchies IGA stores on Australia’s east coast have already adopted this approach, with plans to expand it nationally. There is also a push to introduce the concept to major supermarkets.
“It’s good for your health, good for your wallet, and good for Aussie growers,” said AusVeg CEO Michael Coote.
