Waitrose support local and sustainable farming

Waitrose has a long history of responsible business; good relationships with its people, customers and suppliers form the backbone of its operations.  The company has also actively promoted and supported local and regional produce for food for many years.

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Our customers tell us they want our shops to reflect their community and that they want to support small businesses from their region.

About the initiative 

The Waitrose Local and Regional Sourcing initiative provides a unique opportunity for small-scale producers to supply a multiple retailer, but are unable to support a whole store network. As one of the most established and successful programmes in its sector, the initiative represents a breakthrough for small producers.

In 1981, as a result of its commitment to support sustainability and small-scale producers, Waitrose became the first supermarket to stock Jordans Cereal Bars. Strong sales in Waitrose gave Jordans the impetus it needed to win shelf space among Britain's other retailers.  Jordans support British farmers with their Conservation Grade oats. Conservation Grade farmers around Britain are paid a premium to create nature-friendly habitats on 10% of their farmed land.  So by eating their products, it means you are helping bees, birds, butterflies and other species flourish in our countryside.

Today public concern about freshness, ethical production standards and food miles mean local food from small-scale producers has never been more popular.   Tracey Marshall, a Waitrose local and regional product manager says “our customers tell us they want our shops to reflect their community and that they want to support small businesses from their region."

Waitrose's dedicated local sourcing team continually searches the UK for the finest local and regional products and works with existing and new suppliers to take local and regional sourcing into new territories. The scheme has exceeded all expectations, driven by Waitrose’s expansion into new areas in the north, where Waitrose is keen to open its branches with a ‘regional’ personality, responding to growing customer interest in provenance, quality and traceability.

The Prince's Countryside Fund

Under the leadership of Mark Price, Waitrose – along with other businesses – have helped to develop The Prince's Countryside Fund. The Fund is the brainchild of The Prince of Wales and raises money from a wide range of businesses to improve the long-term viability of the British countryside and rural communities. The Fund aims to inspire other businesses and the general public to get involved and recognise the importance of the countryside to the nation's well-being and the wider British economy.

Impact of the programme

• Waitrose Local and Regional Sourcing initiative covers nearly 2,500 locally and regionally sourced products from over 450 producers. They also invite local farmers into shops to meet customers, and to attend supplier conferences and industry workshops. These help smaller producers to understand food legislation and ensure best practice is shared throughout our supply chain.
• Jordans now sell in all major retailers and, having recently merged with Ryvita, now has a turnover of over £110 million;
• With over £1 million currently raised, The Prince's Countryside Fund is now looking to distribute up to £250,000 in grants of up to £50,000 to projects operating in England, Wales, Scotland and Northern Ireland in the latest tranche of funding.