A global survey of 4000 consumers reveals that shoppers are being left disappointed with the freshness of their grocery purchases. Set against a backdrop of declining retail profitability and significant changes in consumer lifestyles, grocery retailers are under pressure to deliver the best freshness to their customers, while also turning a profit. McKinsey reports that 40 per cent of grocery revenue is driven by fresh, which puts tremendous pressure on category managers to get it right. Yet category managers in fresh know too well the complexities of delivering the best fresh to their customers: Fresh goods are perishable, demand varies from day to day and supply chain lead-times are difficult to predict. Stock too much and you risk providing a less than satisfactory level of fresh if the stock is not sold in time, or you generate food waste.