These days, fresh vegetables are thrown at you in the supermarket. And that is no coincidence: is there a ‘fresh war’ raging between supermarkets?

‘Fresh asparagus 1+1 free’, ‘Daily fresh at the lowest price’, ‘Tasty promos from the fresh market’: the promotional brochures from our supermarkets are bursting with freshness this week. Chance? No, supermarket expert Els Breugelmans (KU Leuven) tells HLN. “The focus on fresh will only increase in the coming years. Supermarkets feel that they must use freshness as a unique selling point.” What strategy is behind that? And what does that mean for your shopping cart?

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