U.K.: Waitrose announces exclusive partnership with Primafruit - FreshFruitPortal.com

U.K.: Waitrose announces exclusive partnership with Primafruit

Countries More News Top Stories
U.K.: Waitrose announces exclusive partnership with Primafruit

High-end U.K. supermarket Waitrose has announced a long-term partnership agreement with British fruit supplier Primafruit to exclusively manage the sourcing of its imported fruit categories. waitrose_13178101579242

Effective from May 2015, the agreement will enable Waitrose to build closer links with its growers, while ensuring greater stability for them through a shorter supply chain.

The company said the deal would provide increased opportunity for itself and its growers to plan strategically for the long term, including the creation of a produce development fund.

"Waitrose sources all its meat, poultry, fish, eggs and milk from known groups of farmers, creating close collaboration, encouraging best practice and ensuring a sustainable return for producers," a company statement read.

As part of the new agreement, Waitrose and Primafruit will be packing all imported core fruit in a single packhouse in Evesham, creating a number of jobs.

Head of fresh produce Simon Moore said this new model would enable Waitrose to build stronger links with its grower base, in which it can invest and plan for the future.

"The shorter supply chain will ensure we are sourcing our fruit in the most efficient way possible, creating the best value for customers while continuing to build our leading quality standards," he said.



Subscribe to our newsletter