Supermarket Morrisons is to invest £19m in its supply chain to improve the shelf life of its fresh fruit and vegetables.
£7m will be spent on facilities in Bradford, Northamptonshire and Cheshire, while £12m will go towards better refrigeration at its stores.
The chain said that for every one hour the fresh food spends without refrigeration in the supply chain, it loses eight hours of its usable life in consumers’ homes.
Morrisons will also aim to reduce supply chain waste and introduce quality bins in its stores, allowing customers to highlight produce they consider to be low-quality.
It will also introduce an unspecified system that will make it easier for its staff to identify products that need to be chilled in-store.
“Our aim here is to ensure fruit and vegetables last longer for our customers,” a Morrisons spokeswoman told Fresh Fruit Portal.
“We have the best fruit and vegetables in the market, ahead of the discounters.”