The Warehouse is stepping up its battle against supermarkets, introducing fresh fruit and vegetables to some stores from today.

The produce sections are being rolled out in Whangarei, Auckland's Westgate, Wellington's Lyall Bay, Christchurch's Riccarton, Timaru and Invercargill.

Former Food and Grocery Council Chief Executive Ernie Newman told Kate Hawkesby it's a great move.

He says current supermarket prices are untenable, and The Warehouse will provide supermarkets with more competition, which could lower prices for consumers.

The Warehouse unsuccessfully trialled fresh food once before, in 2006.

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