Elaine Watson Tesco has gained a foothold in the German market through a supply deal with Naafi, the armed forces retailer. Tesco started shipping own label goods to the nine large Naafi Max stores in Germany last month, revealed Naafi operations director Mike Sheriff. Tesco already supplies Naafi stores in the Falklands and Cyprus, so it was the first port of call when looking for another supplier for its German operation, said Sheriff. "The Tesco range has been hugely successful because it's such a familiar and trusted brand name to British troops and families. We're already getting 1,400 ambient lines and 750 chilled and we're looking at non-food as well." Orders are consolidated by a third party in Germany and organised into three chilled deliveries and one ambient delivery a week. Although Naafi has a good relationship with current supplier Spar wholesaler James Hall, it needed a wider range of products and larger pack sizes for its Max superstores, said Sheriff. James Hall still supplies all the smaller Naafi Local and Express c-stores plus all the proprietary brands such as Heinz baked beans in the Max stores, said Sheriff. "Tesco just gives us that extra boost." James Hall trading and marketing director Dave Allen insisted he was comfortable with the new arrangement, although it has involved some delisting for ambient goods: "There is no conflict of interest," said Allen. "This just complements our offer. Naafi Max needs a superstore offer and Tesco has a wider range in larger pack sizes." Naafi has 34 retail sites in Germany, branded Naafi Max, Local and Express. Express focuses on alcohol, soft drinks, tobacco and snacks for junior ranking servicemen and women. Local caters for more distress purchases and families as well as military personnel. {{NEWS }}