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Aldi boosts fruit and veg sales with responsible Olympic partnership
11 Aug 2016


As the Olympic buzz sweeps the nation, retailer Aldi, is celebrating the success of its Team GB partnership by recognising the impact it’s had on encouraging fresh and healthy eating to its customers.  
 
The retailer – the first supermarket to sponsor Team GB - today released figures showing that UK shoppers have spent over £289 million on fresh produce from May to July in stores, up 19% year-on-year.
 
With consumers seemingly inspired by the partnership and their Olympic heroes, top ‘Olym-picks’ include bananas, salads and tomatoes, which have seen an increase in sales of 25%, 14% and 15%, respectively in Aldi stores.
 
The announcement follows recent praise from Malcolm Clark, coordinator of the Children’s Food Campaign – an organisation which aims to improve children and young people's health by campaigning for policy changes in UK schools, communities and throughout society – regarding Aldi’s marketing activity around the partnership. He comments: “Only Aldi supermarket’s advertising campaign, with its focus on British produce, including fresh fruit and vegetables, seems to buck the trend and promote demonstrably healthier products.”
 
Aldi announced its campaign to support Team GB in August 2015. To ensure Team GB stars would have access to fresh, affordable, Great British food as they fuel their performances on the road to Rio, Aldi offered 650+ Team GB members £25 of vouchers per month to spend in store.
 
With less than 24 hours until the opening ceremony, Aldi has handed out over £145,000 in vouchers to spend in store.  Team GB members including Genevieve Randall (Synchronised Swimming), Ellie Piggott (Lightweight Rower) and James Rodwell (Rugby 7s) have all been spotted in outlets all over the country, picking up a variety of fresh produce.
 
Tony Baines, Joint Managing Director of Corporate Buying at Aldi, commented: “At Aldi, we’re incredibly proud to be the first supermarket to partner with Team GB and are delighted that our dedication to fresh, healthy produce has positively impacted Team GB athletes and our customers.”
 
In addition to supporting the athletes, Aldi and Team GB’s Get Set to Eat Fresh initiative has been helping young people understand the pleasure of cooking and eating healthy meals whilst gaining the skills they need to feed themselves using fresh, nutritious ingredients. The initiative combines Aldi’s love and knowledge of food and Team GB’s dedication to nutrition programmes that encompass healthy and fresh produce; up to now, over 1,900 schools have taken part.
 
Throughout the campaign, activities and stories to educate on healthy eating have been delivered to teachers, parents and pupils by Aldi and the Team GB athletes. The website – getsettoestfresh.co.uk – features a programme of free, classroom-based resources for students aged 7-14 and Team GB-inspired lesson plans, films and engaging activities.
 
Tony Baines continues:  “We are committed to ensuring our customers have access to great value British produce, including our Super 6 fruit and vegetables and fresh cut deals from our core range of 100% British, Red Tractor assured meat.”
 
Members of the public can also find out the foods some of their favourite athletes love to eat and leave messages of support for their favourite ‘Homegrown Hero’ via the dedicated website www.teamgb.com/homegrownheroes.
 
They call also follow all of the action from Rio on Facebook and Twitter using #TotallyRio.
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