In a bold move that could redefine grocery shopping, an independent supermarket is revolutionizing its approach to pricing fruit and vegetables, with hopes of inspiring major retailers to follow its lead.

Ritchies, known to many as Ritchies Supa IGA, is shifting from the traditional price-per-kilogram display to highlighting the cost of a daily nutritional serving. This innovative strategy aims not only to offer more affordable options but also to encourage Australians to embrace healthier eating habits.

Fred Harrison, Ritchies CEO, explained, “We’re trying to change people’s mindset.” By focusing on the price of a nutritional serving, the supermarket hopes to make it easier for customers to consider their health while managing their budgets.

To put it into perspective, a single serving of fruit is defined as 150 grams, whereas a serving of vegetables is 75 grams. Health guidelines recommend consuming two servings of fruit and five servings of vegetables each day.

One serve of fruit is 150 grams, while one serve of veggies is 75 grams.

The recommended daily intake is two serves of fruit and five serves of vegetables.

Researchers believe it could persuade Aussies to buy more fruit and veg if they realise how cheap it is to get to the daily recommended dose.

“If you’re just looking at $7.99 for zucchinis, you might think that’s a bit steep,” Fiona Newton from Monash University said.

“But if I tell you it’s 60 cents per nutritional serve, our research says that your mindset changes.”

Newton claims the changes have already caused changes.

“Our research shows that it’s increased per day (by) 60 grams of extra vegetables per loyalty card customer,” she said.

“That’s about 420 extra grams a week.”

More than 70 Ritchies IGA stores on the east coast of Australia have already taken on the new approach, with plans to launch it nationally.

There is now a push to take it to Australia’s major supermarkets.

“It’s good for your health, good for your wallet and it’s good for Aussie growers,” AusVeg CEO Michael Coote said.