The Midcounties Co-op appears to having outperformed the larger supermarket multiples over the Christmas period with like-for-like sales in its food stores increasing by 3.3% in December.
The society, which operates 180 convenience stores and 45 larger supermarkets in central and southern England, stated that its growth was driven by an enhanced seasonal range that included a record number of locally-sourced products.
In the week leading up to Christmas Day, sales of its ranges of over 150 locally sourced food and drink products were up 28% on the same period in the prior year. Midcounties revealed that a dozen first-time local suppliers added their products to the range which proved popular with customers.
Rupert Newman, Midcounties Chief Retail Officer, said: “Our excellent seasonal performance is a credit to the hard work of our colleagues and suppliers who worked to provide our customers with the very best products and service during December.
“They include all of the valued suppliers that contribute to our Best of Our Counties range of locally and ethically sourced food and drink products. Our stores offer a number of products that are sourced from within the store’s home or neighbouring county, which reduces food miles and means that our customers know exactly where their food comes from and how it has been produced.
“The performance of our locally sourced ranges was a particular highlight in December and has strengthened our commitment to further increase the number of products we buy from locally based independent suppliers.”
