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15 May, 2007

Waitrose to Focus on 30-Mile Local Sourcing Policy in New Ad

Waitrose is highlighting its unique local sourcing commitments in a new television ad –screened from Monday (21 May). The ad reveals the distinct characteristics of the Waitrose Locally Produced Initiative. Waitrose is the only supermarket to define a local product according to guidelines set by the Campaign to Protect Rural England (CPRE). In line with this definition, local food must be produced within a 30 mile radius of the store in which it’s sold. The new 40 second ad features a Waitrose Locally Produced supplier - Moor Organic Apple Juice in Kent. The ad shows the producer preparing and transporting apple juice a short distance from his orchard to nearby Waitrose store in Ramsgate, where it is sold as part of a range of local produce. Moor Organic Juice is just one of 250 suppliers on the Waitrose Locally Produced Initiative, which now includes over 688 products in Waitrose shops across the country. Says Gillian Black, Waitrose Advertising Manager: “Sourcing food from the local area and creating strong links with the community is a key differentiator for Waitrose. “Small and independent producers are supplying our shops throughout the country, helping to form a regional identity for each Waitrose branch and reconnecting consumers with their local food and drink industries. We wanted this new ad to celebrate this point of difference, and to further raise the profile of the high quality local food in our branches.” Shaun Spiers, CPRE's Chief Executive, said: “We're really pleased Waitrose is making a big thing of selling locally sourced produce in its stores, and using our guidelines for what the 'local' in local foods should actually mean in terms of distances from farm gate to store. “We think huge benefits can flow from boosting sales of local food – for consumers, the environment, our countryside and British farming. But for that to happen, local foods have to be promoted compellingly to shoppers. The Waitrose ad is a big step in the right direction.” The producer’s journey is accompanied by Paul Weller's version of the classic Carpenter's song 'Close to You' – further supporting the local sourcing message. It forms part of a Waitrose 'Best of British' campaign, launched this month as a celebration of British produce. The ad was created by Ken Hoggins and Paul Hodgkinson at Miles Calcraft Briginshaw Duffy (MCBD), and directed by Stuart Douglas, at Nice Shirt Films. It will be accompanied by a national press campaign, direct mailing, point of sale notices and specific website features. It can be viewed on Waitrose.com from Monday (21st May)

Notes to Editors:

• The campaign is on air from Monday 21 May until Sunday 17 June, appearing on ITV (London, Meridian Central), Channel Four (London, South and Meridian) Channel Five (London) and Multichannel. • Further information on Local and Regional Sourcing at Waitrose can be found at: Waitrose.com/sourcing • The Waitrose Local and Regional Sourcing Initiative was introduced six years ago and is one of the most established in the sector, now including in total over 1,200 product lines in Waitrose shops throughout the country. • Waitrose is the only retailer to define a local product according to the CPRE’s 30 mile radius definition. • Regional products are sourced from the same geographic region, e.g. the South West or East Anglia. Geographic regions are broadly based on the regional food groups. • During 2006 sales of local and regional foods were up 78% up on 2005. The range is continually being developed through regular ‘Meet the Buyer’ events around the country when producers are invited to showcase their products and meet Waitrose buying teams. • Almost half of Waitrose shops now also have a regional fruit and vegetable offer.

For more information contact:

Jess Hughes
Corporate Communications Manager
t:01344 82 4294
f:01344 82 5211
e: jess.hughes@waitrose.co.uk
Gill Smith
Senior PR Manager, Corporate
t:01344 82 5165
f:01344 82 5211
e: gill.smith@waitrose.co.uk