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Brief Published: 14 Aug 2013

Waitrose Farm Shop


As consumer interest in food provenance continues to grow, UK supermarket chain Waitrose has opened its first farm shop on the grounds of its farm estate in Hampshire. 

The Farm Shop, located on the brand’s Leckford Estate, will showcase produce grown on the 4,000-acre working farm and from local suppliers. It will sell more than 1,000 products, including fresh meats and cheeses, bread, chutneys and a selection of wine. The shop will also house a coffee shop serving fresh food and drinks.

"The new shop can showcase not just the food produced on the estate, but allow outstanding local and regional food producers to flourish,” said Iain Dalton, head of the Leckford Estate. “If something proves popular, there is the potential for it to be sold more widely."

The chain further demonstrated its commitment to quality food when it purchased restaurant review guide The Good Food Guide from consumer magazine Which? earlier this month.

Food provenance is front of mind for many consumers, with 70% of US consumers willing to pay more for locally sourced food, according to a February 2013 report from Chicago-based market research firm A.T. Kearney. Read more about this in The New Hunter-Gatherer and Positive Provenance.

For more on how supermarkets are diversifying their services to broaden their appeal, take a look at Evolution of the Supermarket report, published as part of the Stylus industry trend Future of Food.