Waitrose continues to grow its global reach with a deal to export its products to Jordan for the first time.
The retailer has reached an agreement with Cozmo, a chain of five supermarkets in the country’s capital, Amman. This will see it stock the essential Waitrose and Waitrose Duchy Organic brands, as well as its free-from range. Products will include pasta, rice, pasta sauce, dried fruits, bottled sauces, mustards and dressings, biscuits and coffee.
Barry Delehanty, Head of B2B Growth & Development at Waitrose & Partners, said: “It’s incredibly encouraging that the reputation of Waitrose & Partners and the quality of our products to continues to grow outside the UK to open up opportunities with a leading retailer like Cozmo and bring our brand to a new audience.”
CEO of Cozmo’s owner THE Group, Imad Bukhari, added: “We are thrilled to be partnering with Waitrose & Partners, who are renowned for their commitment to providing quality products, to bring the citizens of Jordan this incredible range of top-grade European foods and flavours.”
Waitrose already exports its products to more than 50 countries worldwide and has nine shops which operate under licence in the Middle East.
NAM Implications:
- Export of its own label could be the long term saviour of Waitrose…
- Given export is entirely incremental, highly profitable and is a risk-free builder of the brand…
- …in readiness for local optimisation via own store or franchising…
- …when circumstances allow.
