Waitrose underlines green image with The Farm Shop | RetailDetail

Waitrose underlines green image with The Farm Shop

Waitrose underlines green image with The Farm Shop

At a time when British consumers worry about the quality of their food, Waitrose has opened a shop at its own farm The Leckford Estate. This way the supermarket chain wants to emphasise its green and healthy image.

Farmer among farmers

The shop is called ‘The Farm Shop, Leckford Estate’ and is rather tiny, with its size of 165 sqm and only a thousand products. The ambitions of Waitrose on the other hand are bigger, after the horsemeat scandal which has made a lot of British consumers think about the quality of their food.

 

The four big retailers are trying to regain consumer trust, but are in no way holding back in the pricing war. Waitrose on the other hand is “not choosing for price, but for value”.  While Tesco always gets a critical look from farmers as the dominant market leader, Waitrose has a reputation of farmer among farmers. It has had its own farm since 1920 and it is known for quality and sustainability.

 

Waitrose is also part of workers cooperative John Lewis Partnership, which adds to agrarian suppliers not seeing Waitrose as an enemy.

 

Local suppliers

The farm supplies grain for the bread baked for Waitrose and a number of fresh products that are sold in Waitrose supermarkets, such as milk, fruit, apple juice, eggs and Leckford free-range chickens. The supermarkets of Waitrose also sell about 2,500 local products from 600 local suppliers.

 

The number of local products at Waitrose has grown by a quarter over the past three years and will continue to grow. The Farm Shop also sells products from about sixty local suppliers. The bestselling items in the farm shop will also make its way to the shelves of other Waitrose shops.

 

The Farm Shop is opened from Monday to Saturday, from 9 a.m. to 6 p.m. and on Sunday from 10 a.m. to 4 p.m. Next to the shop is also a coffee place with about eighty seats and an outdoor terrace, where visitors can get something to drink or eat.

Questions or comments? Please feel free to contact the editors


Komono wants to reach 10 physical stores this year

17/05/2018

Belgian accessory label Komono wants to double its number of physical stores to ten this year. “The stores are important to tell our story”, Anton Janssens and Raf Maes told De Standaard.

Hema has to pay Levi's millions

17/05/2018

Store chain Hema needs to pay a 4.4 million euro fine to jeans brand Levi’s after the latter went to court because Hema applied its V-shaped stitching to its own collection.

Suitsupply suffers losses because of expansion

15/05/2018

Dutch Suitsupply has experienced a decent turnover growth last year, but its net result tumbled below zero because of its huge investments. Nevertheless, that is the only way forward according to its founder, whose focus is still fixed on the United States.

Starting this Friday, Belgium has its own national e-commerce event

15/05/2018

Move over, Black Friday! This week, Belgium launches its own national e-commerce event as Jack & Jones, Kiabi, La Redoute, Sarenza, Tape à l'Oeil and Veritas organise the first Belgian Friday.

H&M is turning to algorithms to boost sales again

14/05/2018

In an effort to reverse the decline in its worldwide sales, H&M is using technology that will help the world’s largest clothing brand stock its stores more efficiently, sell more effectively and adapt more quickly to current consumer trends.

Zalando's profit wiped away in first quarter

08/05/2018

German online retailer Zalando saw its first quarter profit completely wiped away: last year's 5.1 million euro net profit turned into a 15 million euro loss. Turnover grew 22 %, investments being the cause for both.