Food businesses in Suffolk have been given a boost by Waitrose's latest initiative to highlight local produce in its stores which includes recording ‘food miles’.
Enhancing the supermarket’s commitment to sourcing and championing local produce, Waitrose Saxmundham will be the first store in the country to trial a new format which extends its range of the most locally produced food.
Sixteen Suffolk suppliers - half of which are new - will be providing the Saxmundham shop with 105 products, 57 of which will be new to the store. The shop is also currently in talks with other potential producers, including fruit and vegetable suppliers.
Local produce will be given prominence in the store, and shelf barkers - for the first time - will be duel-branded with the local producers’ logos. They will also indicate the number of miles the food has travelled. Waitrose md Mark Price visited the transformed store to mark the initiative which could prove a pilot.
Graham Cassie, Waitrose brand and new product development manager, said: “With Waitrose having one of the best reputations for its close working relationships with farmers and suppliers alike, local produce is a key for Waitrose and our customers. Both Saxmundham and Suffolk have a diverse range of excellent local producers, and it’s great to be able to increase and highlight their delicious food at the store. By providing duel-branding, customers will be able to navigate the shelves quickly and easily for their favourite local produce.”
Price added: “This is another example of how Waitrose is supporting British farmers, growers and producers while also playing a role right at the heart of the community. We want to see local food thrive in this country and this is definitely the kind of initiative that will help ensure that happens.”
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