Mahajana Super has introduced Life Lasting, a fresh-produce initiative to help customers choose fruit according to its stage of ripeness and intended use. Based on the idea “Every stage has a purpose”, the campaign uses simple stickers on selected fruit to guide shoppers towards suitable choices for everyday meals and refreshments.
The stickers use a colour progression and practical suggestions such as Curry, Achcharu, Fresh Juice and Eat Fresh. Shoppers can use that guidance to match their selection to what they intend to prepare, rather than judging fruit by appearance alone.
A firmer mango may suit cooking or achcharu, while fruit at a later stage may be better for juice or eating fresh. Karathakolomban mango and papaw are among the fruits being used to introduce the concept.
Life Lasting also encourages a more considered approach to using fresh produce: as fruit matures, its best use can change. By making those possibilities clearer, the initiative is designed to support better use of produce and help Mahajana Super manage avoidable wastage more thoughtfully.
The campaign brings its message directly to the fresh department, helping customers connect the stage of a fruit with a practical use. Its central idea remains simple: every stage has a purpose.
