Kuala lumpur: Econsave Retail Sdn Bhd is shortening its fresh produce supply chain as part of efforts to preserve product freshness while offering customers affordable prices. Its executive director Lai Sia Ling said sourcing supplies directly from primary sources such as fishermen and farmers enabled the company to maintain product quality from the early stages before reaching store shelves.

According to BERNAMA News Agency, Lai emphasized that for their customers, fresh food is a daily necessity, and the company aims to provide quality products at reasonable prices without compromising quality and affordability. Seafood supplies are delivered directly from landing points to outlets, while vegetables and fruits are sourced directly from farms regularly to ensure freshness.

Lai explained that efficient delivery management, bulk purchasing, collaboration with suppliers, and streamlined operations help Econsave maintain competitive prices while ensuring fresh produce arrives in optimal condition. This approach aligns with Econsave's 'Everyday Low Price' concept, which focuses on consistently offering essential goods at affordable prices rather than relying solely on promotions or seasonal sales.

The fresh produce offered includes seafood, poultry, vegetables, fruits, and a variety of daily grocery essentials. Lai reiterated that for Malaysian families, real value lies in having access to fresh, quality, and safe food at prices that do not burden them. This commitment remains Econsave's focus: bringing fresh produce closer to customers while helping them manage their daily expenses better.

Econsave, which began as a small sundry shop in Port Klang in 1955, now boasts more than 110 stores nationwide and employs about 8,000 people, with a focus on providing daily necessities at affordable prices.