Waitrose has announced two separate three-month trials to source locally grown UK organic and conventional fresh produce. Each will be identified under separate brands.
The first, which came on stream this week, features five organic lines from Organic Farm Foods under its Local Farm Series label. These are on sale initially in the Midlands and Welsh borders at Cheltenham, Cirencester, Stroud and Monmouth.
The products include 2.5 kg of washed white potatoes, and 5 kg unwashed, 750 g pre-packs of leeks and carrots and an over-wrapped 600-800 g swede. The Local Farm Series products have their own display area in the stores and are delivered daily.
Richard Arnold, commercial manager of OFF’s vegetable division said: "We are delighted that our growers have been recognised. It is a great compliment to have our own brand in store. Waitrose has provided us with six seasonal slots to keep filled year round.”
The second trial starts at the end of January and focuses on produce grown in Kent. Seven conventional lines will be sold through a special display at the Tonbridge branch.
This range consists of spring green, purple sprouting broccoli, green cabbage, mushrooms, potatoes, apples and pears under the banner County Taste.
Peter Cooke, Waitrose vegetable buyer who is working with County Produce Marketing (CPM), revealed that the initiative is also backed by Kent County Council, which has its own scheme to sponsor local food.
"We know consumers have a great interest in locally grown produce and often wonder why it is not always on sale in the High Street," he said. "Our trial aims to explore the potential on a seasonal basis and introduce other lines such as soft fruit and salads when appropriate."
The Kent initiative is aimed at supporting smaller producers who may not regularly supply Waitrose, Cooke explained, but they still have to comply with all the store’s crop specifications and quality standards.
According to Paul Kidd, director of CPM retail prices will be comparative with Waitrose’s own brand.
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