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Web Exclusive
Waitrose relaunches organics
Supermarket punches above its weight in organic groceries
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| Waitrose: organic push |
Waitrose is relaunching its organic range next month to coincide with Organic Fortnight, 2-17 September.
Waitrose has a 16% of all organic grocery sales despite holding under 4% of the total UK grocery market.
The new range includes about 1,500 products including fresh foods, ready-made meals and snacks.
Waitrose says it aims to source most of its organic produce from within the UK, demonstrating its commitment to its suppliers, and to offering good quality British food. All of its fresh organic beef, pork and chicken comes from the UK, for example, with organic lamb entirely sourced in Britain, when in season. In addition, 60% of Waitroses organic vegetables are grown in Britain.
Sales of organic fruit and veg now account for 12% of total fresh produce, compared to 1% when the supermarket first introduced organics in 1983.
Waitrose local and regional buyer, Graham Cassie, said: Overall, a large proportion of our organic meat and vegetables are sourced in the UK, underlining our commitment to British farming, animal welfare and British wildlife. Our customers want the best produce available and, wherever possible, they want us to source from Britain.
The fact that consumer demand for organic has risen considerably shows how important buying organic has become. From staple to unique, we are responding to this demand by offering our customers a whole host of organic foods.
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