Sainsbury’s long-term own-label deals are a threat to brands

farmers

Once the quality gap closes in fresh, dairy, meat and poultry, the brand premium becomes harder and harder to defend, says David Sables, CEO of Sentinel Management Consultants

Did you notice Sainsbury’s has committed £5bn to lock 60% of its fresh, dairy, meat, fish and poultry own-brand suppliers into agreements lasting more than five years? By the end of 2026, that will cover over 2,500 farms.

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