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Support Your Local Trader
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Supermarkets Court Local Producers
Supermarket chains - long seen as the enemy of small independent local producers - are actively seeking links with regional food suppliers in a bid to appease customer demand for good quality local produce.
Supermarket chains tread an uneasy line with their customers. On the one hand they offer great choice along with the aggressive pricing that comes with the territory of their superior buying power. On the other hand, the bombardment of ‘green’ messages from the media encourages customers to seek out local producers. It’s a conflict that’s had plenty of publicity recently, but now it seems the likes of Waitrose, Sainsbury’s, and Tesco are actively encouraging links with these local firms.
Take Sainsbury’s for example. Their ‘Supply Something New’ programme is aimed at encouraging small suppliers. Indeed, the delightful ‘Higgidy Pies’ of West Sussex have become a regular Sainsbury supplier.
Often supermarkets look for something different and unusual. A good example is the rapeseed oil available in Waitrose. Although the oil is generally used as an ingredient in processing, one innovative farmer is bottling it like olive oil – it makes a superb kitchen oil.
Regional identity is also important – not just from a sense of customer loyalty to their particular region, but also by the perceived ‘freshness’ of the product. The question in most suppliers’ minds will be: ‘Am I big enough to supply a big chain?’ Apparently this isn’t an issue, with many suppliers offering their produce through just one store.
Once the product is on the shelves though, the supermarkets differ greatly in their approach to assessing the viability of stocking the goods on a regular basis. Waitrose review sales after 6 months to a year. Tesco allow 12 weeks. If they feel the product isn’t selling well enough, they will remove it.
www.businessinberkshire.co.uk/supportyourlocaltrader/
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