Waitrose has seen a surge in demand for homegrown food as a new wave of farming shows – including Jeremy Clarkson’s and Jimmy and Shivi’s Farmhouse Breakfast series – inspire consumers to support British farmers and buy more local produce.
Sales of the supermarket’s British produce lines are soaring, with strawberries, Jersey potatoes and beef up by 151%, 89%, and 193% respectively compared to this time last year. Other local items such as cheese, apples and asparagus have also seen big increases in demand.
Jake Pickering, Head of Agriculture, Aquaculture and Fisheries at Waitrose & Partners, said: “Farming shows are doing more than just entertaining us; they’re making the public stop and think about British farming, the people behind it, and the challenges they face.
“Our customers are telling us they want to support UK producers, and we’re proud to be a retailer that champions them every step of the way.”
In the wake of the UK signing trade deals with the US and India, Waitrose recently stated that it won’t compromise on animal welfare or its support for British farming.
NAM Implications:
- Patently, UK consumers will support British produce…
- …provided it stands comparison with imports.
- Besides being locally grown, consumers will perceive the goods to be fresher…
- …thereby setting hurdles high enough to be a barrier to entry of imports.
- And a means of resisting political ‘selling’ of trade agreements…
