Waitrose - Local and Regional Sourcing - Sustainability Case Study

Waitrose 'Local and Regional Sourcing' represents a breakthrough for small producers wishing to supply a multiple retailer, but unable to support a whole store network. The scheme has exceeded all expectations in recent years, mainly driven by Waitrose’s expansion into new areas in the north, where it was keen to open shops with a ‘regional’ personality and by growing customer interest in provenance, quality and traceability. Waitrose shops across the country now offer in excess of 1,400 local and regional products sourced from more than 300 producers.

How the issue was tackled

Waitrose's dedicated local sourcing team continually searches the UK for the finest local and regional products, and actively works with existing and new suppliers to take local and regional sourcing into new territories.

‘Regional' food is defined as products that are made in, specific to, or perceived to be from a particular region with provenance or tradition, such as Lincolnshire plum bread. Waitrose has recently launched regional fruit and vegetables, displayed in dedicated areas in 155 stores in nine regions.

'Local' food is defined as products with a provenance or tradition in a local area; that are made by small-scale producers with strong community links; and that are made from local ingredients and sold within a 30-mile radius. Many of these products are delivered direct to Waitrose shops.

To illustrate its support for UK suppliers and to clarify its message to customers, bespoke shelf-edge ticketing helps shoppers find products from their local area; and product 'stamps' identify the origins of regional and local food. Waitrose’s ongoing campaign focused on British farming highlights seasonal food, connecting its customers with the people who grow, rear and produce its British food.

Waitrose initiatives like 'Meet the Buyer' and 'Meet the Farmer' (which introduces customers to local producers) and the Waitrose Small Producers Awards, launched five years ago, continue to champion the work of small producers across the country and promote local food.

Benefits and impacts

Meets customer demand for local produce, providing outstanding choice and high quality foods - Working with the right producers and the best quality produce, Waitrose can build consumer confidence, ensure full traceability and celebrate the rich variety and splendour of our country’s food.
Ensures the continued commercial success and sustainability of its producers, regardless of scale - The programme provides an opportunity for small producers with no experience of working with a major multiple to ‘test the water’ by supplying a small number of shops in their local area. Tailored to ambition - some producers stay small, others have expanded to supply a much larger network of shops.
Welcome boost to local economies - Encouraged to select local ingredients for their products, the positive effects ripple out to the wider local economy. Many suppliers have become major customers of other businesses in their communities and have in turn created their own supply chains.
A positive reputational impact - Local & Regional Sourcing demonstrates the Partnership’s long term commitment to supporting suppliers, producers and the communities in which it operates. The programme was winner of a Business in the Community Award for Excellence 2003-2005 and 2007 and a Grocer Gold Award in 2007.

Advice to others

"Flexibility is key to working with the producer to get the right product in the right place at the right time. I love seeing the local or regional brand that, nationally, no-one has heard of, becoming the top-selling line in that shop."
Graham Cassie, Waitrose’s Brand Development Manager

"The relationship with Waitrose has taught me a lot. I was able to access some good advice and can now apply this depth of professionalism to all my customer relationships."
Duncan Farrington, Farrington’s Oils. His product ‘Mellow Yellow’ is now stocked in the majority of Waitrose shops.