Since Loblaw relaunched the Provigo banner in Quebec two years ago, basket share for fresh products has grown 7% to 55% on average, the retailer announced.
Ready-to-eat meals prepared by Provigo’s chefs are the category that has grown the most. Provigo has 26 chefs in stores, 19 of whom were added in the last two years.
Purchases of organic products have grown 6% each year.
Participation in in-store cul