Morrisons; Stone Fruit – Commercial Pilot 2014

The Opportunity

To extend the shelf life of Morrisons’ripe and ready to eat nectarines; reduce in-store mark down and waste and increase sales.

The Approach

A 12 week commercial pilot from July to September. The It’s Fresh! depots had Best Before dates extended by 1 day compared to the control depots. Morrisons’ data was analysed by the supplier, Univeg.

The Outcome

The It’s Fresh! depots had mark downs reduced by 63% and sales increased by 6.5% compared to the controls.