Major supermarket chain Daiei Inc. announced Thursday that measures to improve the freshness of fruit and vegetables are in place at all 387 outlets that handle such produce.
The steps began in mid-June after the struggling retailer found that customers said lack of freshness was one of the most unpopular aspects of its stores.
Daiei President Yasuyuki Higuchi marked the completion of the freshness revamp by appearing in a green "happi" jacket Thursday together with Fumiko Hayashi, Daiei's chairwoman and chief executive officer, at a Daiei outlet in Urayasu, Chiba Prefecture, to promise shoppers that their groceries would be the freshest possible.
Daiei hopes the efforts will help it regain consumer trust and boost sales.
According to Daiei officials, a team reporting directly to Higuchi was set up on June 10 to come up with ways to improve freshness of its produce. Among the measures proposed were ensuring that outlets sell off all fruit and vegetables on the day the produce is shipped to the stores, and increasing procurement from markets that are closer to each store.
