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


Arket Brussels opens: discover H&M's latest concept

14/09/2017

On Friday 15 September, H&M Group’s new store formula opens its doors on the Guldenvlieslaan in Brussels. The press got a sneak preview and discovered a surprising mixture of fashion, interior design and food. 

Nordstrom opens store without storage

13/09/2017

American fashion chain Nordstrom is to trial a new store formula in Los Angeles next month, in which customers will only be able to get advice and try out clothing. Purchases can be picked up at the store at a later date.

Primark benefits from weaker British economy

12/09/2017

Irish fashion chain Primark takes full advantage of the weak British economy, which prompted its parent company AB Foods to adjust its full-year forecast. The chain will also continue its expansion plans.

Participatiemaatschappij Vlaanderen invests in FNG

11/09/2017

Government investment fund Participatiemaatschappij Vlaanderen (PMV) will invest 15 million euro in fashion group FNG in return for 5 % of its shares. The money will go towards international expansion.

Gap Inc will focus on Old Navy and Athleta

08/09/2017

American fashion company Gap will alter its internal strategy and turn its attention to Old Navy and Athleta. Gap and Banana Republic, which both received the most attention up until now, will have to step aside.

Global Fashion Group cuts losses

08/09/2017

Global Fashion Group, the fashion group founded by investment group Kinnevik and Rocket Internet, managed to lower its losses even more in the second quarter. On top of that, turnover grew more than 25 %.

Back to top