Tesco Lotus launches 'Cheap as Wholesale' project for fresh food

"In response to consumers’ concerns about the rising cost of living, Tesco Lotus is making a historic move to cut fresh-food prices deeply.

"There will be up to 50-per-cent price reductions on more than 100 product lines from every fresh-food category, whether meat, seafood, vegetables, fruit or eggs," Sompong Rungnirattisai, chief commercial officer, said yesterday.

The company’s price-checking team will ensure that prices match wholesale every day.

The offer started yesterday at every Tesco Lotus hypermarket nationwide.

The company says it has also given the highest priority to fresh-food quality by initiating a direct-sourcing project two years ago to purchase fruit and vegetables directly from local farmers. This enables better quality control and gives farmers a secure income, it says. All Thai produce for sale in its stores is sourced directly.

The firm says it conducts strict quality checks along the whole food chain, from farm to distribution centre and at stores, to ensure all produce is free from hazardous chemical residues.

Tesco Lotus has committed a comprehensive marketing and communication plan to promote its project, including TV, print, online, social media and on-the-ground activities.

Roadshows will go to Tesco Lotus stores all over the country to build maximum consumer awareness.

"We are confident that the ‘Cheap as Wholesale’ project will reduce cost-of-living burdens for Thai consumers, as many people are facing reduced income but high household debt," Sompong said.

"With our network of 1,800 stores in 73 countries, we can make cheap fresh food easily accessible for Thais."