At Deakin University’s Business Development Clinic (BDC), we’re all about helping businesses grow through practical, strategic approaches like the 7 Levers Framework. While Ritchies IGA Supermarkets wasn’t a client of the BDC, their recent initiative, born from an initial trial between Monash University, Deakin University, and Ritchies, showcases the power of research-backed strategies that align closely with what we teach. 

The initiative? Introducing per-nutritional serve pricing for fresh fruits and vegetables.  

By displaying prices based on the cost of a recommended nutritional serve, Ritchies didn’t just make healthier eating more accessible for shoppers—it also delivered a 6% increase in vegetable sales during the pilot phase. The success of this trial led Ritchies to roll out the strategy across all 76 of their stores.

 

The 7 Levers in Action 

From a 7 Levers perspective, this is a stellar example of leveraging the Items Per Sale lever. A small yet powerful tweak in how prices were presented made it easier for customers to see value in their purchases, encouraging them to buy more vegetables.  

 This highlights a core belief at the BDC: small, strategic changes lead to measurable results. 

Ritchies’ success reinforces the idea that businesses don’t need to chase dramatic transformations to see growth. Instead, focusing on incremental wins—like reframing pricing—can create lasting, sustainable outcomes. 

Collaboration and Impact 

This trial is a testament to the impact of collaboration between academia and industry. The involvement of Deakin University‘s Joshua D. Newton and André Bonfrer in this research reflects the broader mission of leveraging insights to drive meaningful change for businesses and communities. While the BDC’s work often focuses on students working to impact SMEs, it’s exciting to see how research in other areas of the university can contribute to solutions that not only boost profitability but also promote public health.  

A Shared Mission 

At the BDC, we’re committed to helping businesses identify opportunities for growth, much like the insights that came from this trial. By focusing on small, strategic adjustments—whether it’s in pricing, customer engagement, or product positioning—businesses can unlock untapped potential and realise substantial gains. 

If you’d like to learn more about how the 7 Levers Framework can transform your business, reach out to us. Together, we can turn incremental changes into exponential growth. 

 

For more information on this project: 

• You can access the comprehensive white paper on this project here.
• Visit Ritchies Produce Price Per Serve website.