Waitrose launches locally sourced Food Heroes range

by Ed Kemp Marketing 24-Jun-08, 15:30

LONDON - Waitrose is promoting its relationship with regional and local suppliers with the launch of a range of nearly 150 Food Heroes products.

The retailer is supporting the range, which includes products from flour to traditional sea salt and biscuits to wine, with a national in-store campaign to raise the profile of specialist British food producers.

Waitrose stores across the country will house high-profile display areas dedicated to British artisan food companies. The campaign, which will run for four months this summer, will include shelf-edge notices and photography, in-store leaflets and customer tastings.

The Food Heroes range will showcase local and regional specialties, many of whose producers have scaled-up their businesses sufficiently to supply the supermarket on a national basis.

John Vine, local and regional buyer at Waitrose, said, ‘The Food Heroes campaign is about celebrating the real foodie champions - the small, often family-run, businesses, working with endless skill, passion and enthusiasm. We want to tell our customers why these businesses are so special, and celebrate the fantastic food and drink they make.'

Comments

rowena james - 05/07/2008

Supermarkets buying local produce is a start. At least they are supporting small businesses and it is great for foodies. However unless animals are slaughtered locally and the products are packaged locally the environmental benefits are negligible.