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Waitrose announced its first export deal in South Africa

Bracknell, UK, 2014-2-28 — /EPR Retail News/ — Waitrose has today announced its first export deal in South Africa. The deal means that the supermarket will be selling its products in every continent, with the exception of Antarctica, and exports to 50 countries across the globe.

In one of its biggest deals to date, more than 250 of the supermarket’s own-brand groceries – from essential Waitrose to Duchy Originals From Waitrose – are now available in Food Lover’s Market stores in South Africa. Food Lover’s Market’s 120 stores, owned by Fruit & Veg City, draw on inspiration from across the world to create stylish and modern food emporiums for customers looking for exception quality and variety.

It will also be available in selected Fruit & Veg City’s Freshstop at Caltex service station shops.

Waitrose has, for many years, sourced fruit and wine from South Africa, supplied by Waitrose Foundation farms, which return a percentage of profits to its farm workers. This new agreement marks another first as Waitrose products are exported to the country.

Among the items being exported to South Africa are shortbread, muesli, risotto and pasta, ice cream, sorbet, and even Waitrose wines from across France, Italy and Portugal.

Waitrose export sales grew by nearly 30 per cent last year with recent additions to the export business including South Korea, Taiwan, Ibiza, Australia and Gibraltar. Among the most popular exports are Waitrose teabags, custard creams, crackers and marmalade.

As well as meeting demand from expats, the business is seeing significant growth from local populations who are keen to try out European flavours. A recent success story was when essential Waitrose mayonnaise launched in Chile – only for the shelves to be cleared within hours.

David Morton, Waitrose Business to Business Director, said: ‘To be exporting to six continents is a landmark moment for us.

‘South Africa’s economy is growing and we’re very pleased to be working with Food Lover’s Market to meet the rising demand for cosmopolitan flavours among their customers.

‘We’ve been working closely with farms in South Africa through the Waitrose Foundation for nearly a decade so it’s fantastic to be exporting to the country as well as importing its produce.’

‘The past few years have seen a huge expansion of our presence around the world, and we are always on the look out for potential partners to help grow our global appeal further.’

Notes to editors
Waitrose – Waitrose first started to export its products in 1996 and now has a presence in 50 countries worldwide, including, USA, Canada, Chile, Australia, Cyprus, France, New Zealand, Falkland Islands, Singapore and Hong Kong. It operates five branches in the Channel Islands and has seven shops in the Middle East in partnership with Fine Fare Food Market LLC.

Waitrose currently has 302 Waitrose shops in England, Scotland, Wales and the Channel Islands. Its recent strong performance has been driven by the success of the essential Waitrose range and its myWaitrose card, its partnership with Heston Blumenthal and unmatchable top tier of products including the ‘Duchy Originals From Waitrose’ range. Waitrose combines the convenience of a supermarket with the expertise and service of a specialist shop – dedicated to offering quality food that has been responsibly sourced, combined with high standards of customer service

The Waitrose Foundation operates as a partnership between the supermarket and members of the supply chain[1] and facilitates social, education and health related schemes which directly benefit farm workers and their communities.

Administered by a board of trustees, including representatives of Waitrose and other partners in the supply chain including exporters, Green Marketing and importers, Poupart, The Waitrose Foundation allocates grants based on proposals submitted by worker councils on each farm. This system ensures that money is quickly directed where it is most needed.

Both the Fairtrade and Waitrose Foundation schemes have the same principles at heart: the empowerment of individuals, thorough social and economic development to secure long term trading relationships, but Waitrose Foundation producers are not required to pay the costs of inspection and certification and the cost is not passed to the customer. The Waitrose Foundation is endorsed by the South African government and is in line with the AgriBEE (Black Economic Empowerment) reforms.

About Fruit & Veg City
Fruit & Veg City in numbers:
Founded in 1993
Will be established for 21 years this year
Just over 110 Food Lover’s Market stores across South Africa and Africa
Over 150 FreshStop at Caltex stores in South Africa
Over 10 000 employees.

The Fruit & Veg City story – Fruit & Veg City was started in 1993 by brothers Brian and Mike Coppin. Since the beginning it has always been a family business, with emphasis placed on good old family values such as wholesomeness, trust, honesty and integrity. The brothers’ vision was to create a store that would resemble a marketplace of old, where farmers brought their fresh produce from their farms to be sold to the public. This was how their first store in Kenilworth, Cape Town was run, and this is how every Fruit & Veg City store that has opened since is also run. The dedication to freshness at an affordable price has always remained one of the cornerstones on which Fruit & Veg City is built. Today there are more than 110 Food Lover’s Market stores throughout Africa and South Africa, and even as far afield as Australia. Yet, it remains a family business with brothers Brian and Mike still running the day-to-day operations of the company. Their vision is still visible in every Fruit & Veg City store, where freshness and value are placed at a premium.

The Food Lover’s Market story – The next step in the evolution of Fruit & Veg City was to create a modern eatery where food aficionados could indulge in a range of gourmet foods. It was this vision that finally gave birth to the Food Lover’s Market, a theatre of food that was designed specifically with connoisseurs in mind. The Fruit & Veg City team crossed the globe in search of the hottest international trends in food. They visited the United States, Europe, Australia and the East, and then brought the best elements of what they saw in there back with them. The result is the stylish and modern food emporium called the Food Lover’s Market. At the Food Lover’s Market, we cater for the discerning customer, the connoisseurs, the professional ‘foodies’ and, of course, our regular customers who are used to the exceptional quality and variety on offer at Fruit & Veg City.

The Freshstop at Caltex story – Two of the country’s most respected brands in their respective fields, Fruit & Veg City and Chevron, have teamed up to create one of South Africa’s most exciting new retail partnerships in years, called Freshstop at Caltex. These trendy stores, located at selected Caltex service stations, feature a variety of innovative departments and products that focuses on the ever-increasing, time conscious demands of consumers. True to its name, Freshstop at Caltex is a one-stop shop for fruit and vegetables, with an extensive fresh produce section that is supplied and stocked by the Fruit & Veg City distribution network. Customers can also stock up on a wide range of snacks and take-aways, from grilled chicken and schwarmas to pizzas, trammezzinis, healthy smoothies and fruit salads. What’s more, FreshStop has teamed up with Lavazza and Seattle Coffee, so those on the move can grab a quick cup of gourmet coffee to go. Freshstop at Caltex trades 24-hours a day, seven days a week, to make sure we bring our customer a whole new level of convenience.

For further information please contact:

Rob Cadwell
Senior Press Officer, Waitrose
Telephone: 01344 826182

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