Waitrose plans to introduce branded, locally sourced fresh produce as part of a long-term strategy to work more closely with local grocery producers.
On February 7 it launches a trial of seasonal fruit and vegetables, branded Country Produce, in its Tonbridge store in Kent. The trial will initially involve a gondola end of eight lines, which will be delivered direct to the store. The move follows the launch of a six-line organic range under the ‘Local Farm Series: Organic Farm Foods’ label last week in its Cirencester, Cheltenham, Monmouth and Stroud stores in the West Country.
The produce has been block merchandised and price points are the same as they are for existing organic products.
Graham Cassie, local sourcing manager, said that the four-month pilot scheme involved two different models so Waitrose could determine which was the best route. If successful, it would expand the range of local and regional produce and the number of stores involved, Cassie said. “It’s about meeting customer demand for local and regional products.”
On February 7 it launches a trial of seasonal fruit and vegetables, branded Country Produce, in its Tonbridge store in Kent. The trial will initially involve a gondola end of eight lines, which will be delivered direct to the store. The move follows the launch of a six-line organic range under the ‘Local Farm Series: Organic Farm Foods’ label last week in its Cirencester, Cheltenham, Monmouth and Stroud stores in the West Country.
The produce has been block merchandised and price points are the same as they are for existing organic products.
Graham Cassie, local sourcing manager, said that the four-month pilot scheme involved two different models so Waitrose could determine which was the best route. If successful, it would expand the range of local and regional produce and the number of stores involved, Cassie said. “It’s about meeting customer demand for local and regional products.”
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