Waitrose spelt out details of increased collaboration with its suppliers at an internal conference, which will forge closer links to achieve greater customer focus.

These have been broadly identified by John Foley, Head of Fruit, Vegetables and Horticulture as product development embracing new varieties, packaging, and encouraging recruitment of local and regional niche products and producers.

Taking accurate measurements of promotional activities in which suppliers would be more closely involved would also add a new dimension to category management, he forecast.

Suppliers have been asked to prepare long term strategies that Waitrose will support with increased emphasis on staff education and in store tasting.

Foley said: 'In many respects a promotion provides the opportunity for the supplier to really make a marketing difference. But It is one thing to run effective price based promotions -but another to develop and implement those which build the brand, differentiate the offer, and develop long term consumer loyalty' Additionally, as the target is to also bring more shoppers into store as part of a pleasurable shopping experience, activities will continue to underpin its reputation as quality retailer with a responsibility to the community.

Two such recently launched examples which are already proving successful are the Waitrose web site which provides detailed information on potatoes, and 'Food Explorers', aimed at increasing childrens' knowledge as a means of increasing fruit and vegetable consumption.

The project takes the format free educational packs for primary schools within the Waitrose trading area, designed to expand children's' lifelong curiosity, knowledge and appreciation of food and its nutritional values.

Structured in two phases the first includes teaching notes and details of how to arrange a trip to a local store and the second features support of the government's Five-a-Day programme. Foley said that initial results had been very encouraging and a substantial proportion of the potential 9,000 schools had taken up the scheme.

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