The company, which services Spar stores along the M4 corridor, is launching the new fresh push in its 100 Waynes Food’s company-owned stores in November, with a further roll out to its independent retailers planned for later next year.
The incentive scheme, Operation Fresh Start, will run until the end of July 2006, with store managers awarded points for sales growth through their fresh sections, as well as management of waste levels. A mystery shopper programme will run throughout the initiative, with store managers able to earn extra points for the standard of their fresh offer.
A first prize of a holiday worth £6,000 is up for grabs, with five other prizes available to the highest points earners in each fresh category. The four fresh food ‘coaches’ will focus on all aspects of the company’s retail fresh food offer, with a remit to double sales in the next 12 months.
Capper & Co sales director Alun Williams said: “Fresh growth really is in our hands and if sales targets are met over the 36-week period then £750,000 could be added to fresh turnover.”