Waitrose's regional fresh produce initiative impressed judges with its scope and success. "Waitrose wins for recognising and communicating the importance of provenance," says one judge. Building on a trial in East Anglia and Kent in 2005, it was rolled out to a further five regions last year. Together they account for 137 seasonal fruits, vegetables and flowers, some of which are delivered straight to the stores by growers. Sales grew 270% last year.