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


Lubach: “Fair clothing is a matter of priorities”

15/11/2017

Ever since the Rana Plaza disaster, the clothing industry has clamoured for transparency in the clothing manufacturing branch, but Zondag met Lubach’s Arjen Lubach proved on Sunday that there is no actual transparency yet.

Fashion chain Canada Goose opens first European store

14/11/2017

Canadian fashion chain Canada Goose opened its first European store in London. The brand’s clothing has been in Europe for quite some time, but only at multi-brand stores up until now.

Desigual suffers turnover blow in first three quarters

14/11/2017

Spanish fashion chain Desigual suffered a blow in the first three quarters of 2017, with turnover  down more than 10 %. It mainly struggled in Europe, a region where it generates almost all of its turnover.

Two or three stripes on clothing are Adidas' property

13/11/2017

Swedish store chain H&M can no longer use parallel stripes on its (sports) clothing, because they resemble Adidas’ three stripes too much, according to a The Hague court.

Strong third quarter for Adidas

10/11/2017

Sports clothing manufacturer Adidas experienced a strong third quarter. Its growth was slower than in the previous quarter, but its operational profit exceeded analysts’ expectations.

Yoox Net-a-Porter grows but still failed to live up to expectations

09/11/2017

Online retailer Yoox Net-a-Porter’s third quarter like-for-like turnover grew 17.7 % to 481.8 million euro, which is not entirely what analysts had expected. Its growth slowed down in the United States and China in particular.

Back to top