An independent supermarket is revolutionizing how it presents fruit and vegetable prices, aiming to inspire similar changes across major grocery chains.

Ritchies, commonly recognized as Ritchies Supa IGA, has introduced a new pricing strategy for its produce. Instead of displaying costs per kilogram, the supermarket will now highlight the price for a daily nutritional serving of fruits or vegetables.

This approach not only offers a more economical perspective for shoppers but is also intended to encourage Australians to adopt healthier eating habits.

“We’re looking to shift consumer mindsets,” said Fred Harrison, CEO of Ritchies.

For reference, a single serving of fruit is considered to be 150 grams, while a serving of vegetables 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.