We take pride in the quality of our produce - every step of the way

We’re so proud of the quality of our fresh fruit and vegetables we’re showing the lengths we go to in our new TV advert.

In the ad, Head of Produce Quality Damon Johnson explains just some of the techniques we use to ensure our fruit and veg reaches you in the right condition – from picking lettuces when the air is cool to ensuring nectarines are kept at the right temperature.

We’re so confident in the quality of our produce we’re backing it up with our Satisfaction Guarantee – if you’re not happy with the quality of any item of fresh fruit and veg bought in store, bring it back and we’ll give you a replacement and a refund.

Damon is the man responsible for ensuring our produce is in perfect condition when it reaches you. His whole career has been spent working with produce – from driving a tractor on a Kent farm to importing mushrooms from Holland to his current role as our Head of Produce Quality.

Damon has travelled the world working with fruit and vegetable producers – visiting suppliers from as far afield and Peru, South Africa and Thailand.

Damon says: "Customers are at the heart of everything we do, every day of the year. The quality of all our fruit and veg is checked at each stage of the process to ensure it’s right when they get it back home.

“We’re working more closely with our suppliers than ever before. That means we can react quickly to seasonality issues – like poor weather – so we can make sure the product on the shelf is the right quality, whatever happens.”