Waitrose is leveraging its commitment to animal welfare to drive growth in a changing market. As inflation eases, the supermarket is poised to appeal to consumers prioritising ethical considerations.
With an emphasis on sustainability and ethical sourcing, Waitrose aims to strengthen its market presence. This article explores how the retailer is embedding these values into its operations.
Waitrose has been navigating challenging waters with sales down 3% and a dip in market share to 4.7%. However, with inflation diminishing, the retailer is optimistic. With a renewed focus on high standards in food provenance and sustainability, Waitrose aims to capitalise on shifting consumer priorities. By integrating animal welfare into its core marketing strategy, Waitrose intends to rejuvenate its connection with discerning shoppers.
Jake Pickering, Waitrose’s senior agriculture manager, emphasises the importance of ethical food production. Animal welfare is fundamental not only due to ethical reasons but also because of consumer demand. Over the years, customers have become increasingly interested in understanding the origins of their food. Waitrose’s commitment is evidenced by numerous Compassion in Farming awards, underscoring its claim of maintaining the highest welfare standards in the industry. Ensuring these standards comes with challenges, yet the retailer affirms it provides great quality without extra financial burden on consumers.
Social media also plays a vital role. A dedicated Instagram account shares authentic content from farmers, displaying genuine agricultural practices. These efforts aim to bridge the gap between the farm and the consumer, offering transparency and fostering trust.
Longevity defines Waitrose’s supplier relationships. With beef suppliers spanning 25 years and egg suppliers over 30, trust forms the bedrock of these partnerships. Pickering and his team actively engage with farmers, ensuring innovation and transparency. Regular interactions, including casual meetings with farmers, help maintain these collaborations. During recent crises, such as the pig culling issue and rising production costs, Waitrose extended support to its suppliers to alleviate financial pressures and reinforce mutual trust.
Pickering’s philosophy is rooted in constant progress. By collaborating across sectors, Waitrose not only champions animal welfare but also demonstrates leadership in sustainable practices.
As financial challenges ease, consumers are expected to refocus on issues like sustainability and ethics. Waitrose’s strategy, anchored in high welfare standards, positions it advantageously for a resurgence in shopper interest.
As consumer priorities shift back to sustainability, Waitrose’s strategy to couple animal welfare with growth looks promising.
With robust supplier relationships and innovative practices, Waitrose is not only sustaining its ethical standards but pushing the industry forward.
