Waitrose has announced its first export deal in South Africa. The deal means that the supermarket will be selling its products in every continent, 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.
In a first for the African continent, as of 03 March 2014, the fresh produce retailer which is owned by Fruit & Veg City will be stocking a diverse range of Waitrose products to meet the demands and expectations of South African consumers. This coincides with Fruit & Veg City’s 21st birthday.
“We are delighted that we will be offering a range of Waitrose products in our stores. We saw a synergy with the Waitrose brand as their core retail values of offering high quality food products and innovation in retail are so closely aligned to ours,” said Brian Coppin, CEO of Fruit & Veg City Holdings.
Waitrose business to business director David Morton 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.
© 2014 - European Supermarket Magazine by Enda Dowling
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