December 10 2010, 09:47 Fruit-Inform

Auchan is recognized to have the best fresh produce department in Kiev

Fruit-Inform Project, together with Shuvar wholesale market and IFC Project on fresh produce, have conducted a contest among supermarket chains according to quality of fresh produce departments. And Auchan supermarket chain has shown the best results in these sphere. It gained 78 points of 100 in complex rating of fresh produce departments, and left Metro Cash & Carry 7 points behind and Silpo chain 14 points behind, so they took 2nd and 3rd places respectively.

The research was conducted on November 24-25, 2010. All chains were assessed according to 10 factors: area of fresh produce department, share of fresh produce department in total food area of the chain, overall assortment and assortment of highly-demanded or best-selling categories, freshness of produce, prices of main categories (the lower price means the higher point), informational content, merchandising, promotion of local produce, and quality of services.

Auchan had no match in Kiev in fresh produce area and assortment of highly-demanded or best-selling categories, although if considering overall assortment, Auchan took only 4th place. Besides this, prices for main fruit and vegetable categories were the lowest in Auchan among all supermarket chains that confirmed its motto: “Hit on prices”. According to importance of fresh produce department in total food area of the chain, Auchan also took one of the leading places in Kiev, being only behind 2 chains represented by Fozzy Group.

At the same time, Auchan had relatively not high positions in overall assortment and freshness of produce.

Full results of the research will be released at the portal of Fruit-Inform Project till the end of this year.