From 3 March 2014, Food Lover's Market will be stocking a diverse range of Waitrose products in 120 of its stores, following the announcement of its partnership with the UK retail giant. This coincides with Fruit & Veg City's 21st birthday.
South Africa marks the 50th Waitrose international partnership and is a landmark, as it is now present on every continent, except Antarctica. The strategy of international growth is clearly working for the UK brand, as international sales have grown almost 30% (Feb 13- Jan 14) and the retailer is hoping for similar growth for this year.
"We are delighted that we will be offering this range of products in our stores. We saw a synergy with the brand, as its 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.
"We felt very strongly that we wanted to offer our consumers more choice and variety and this is the perfect complement to our existing Fresher's and Food Lover's Signature product ranges. We have structured our grocery lines to appeal to the brand's diverse consumers and we can now delight them with a greater choice."
Says, Nigel Roberts, head of UK & International Growth for Waitrose, "Our partnership was a very simple decision - Food Lover's Market management were very passionate about Waitrose and when we saw their brand in action and experienced their stores, we knew we could forge a fantastic partnership."
Food Lover's Market will be stocking a range of ambient and frozen products, including the Duchy range, which is a brand of organic food sold mainly in the United Kingdom. Charles, Prince of Wales originally set up the Duchy Originals company in 1990.
"From our experience dealing with other international markets, global favourites are typically our biscuits, preserves and cereals/muesli - products, which are quintessentially British. Our authentically made European products, such as pasta and sauces, salad dressings and condiments, are also very popular. Finally, those with a sweet tooth must try our ice creams and frozen desserts in the freezer section," adds Roberts.
"The new products will also be stocked at selected FreshStop at Caltex stores - Fruit & Veg City's c-store brand in partnership with Chevron. As this has recently been awarded the prestigious International Convenience Retailer of the Year Award for 2013, it only makes sense that we offer our FreshStop consumers a range of convenience products as well," continues Coppin.
The convenience market is a large growth market in the UK and remains a key growth area for Waitrose. "The FreshStop stores have raised the bar in the world of convenience in South Africa, with focus on choice and quality. The company is delighted to be stocked in some of the FreshStop stores and we will feel right at home on their shelves too," concludes Roberts.