Waitrose reports jump in sales and searches for British-produced food
Waitrose has reported a surge in demand for homegrown food as a new wave of popular farming shows — including Clarkson’s Farm and Jimmy & Shivi’s Farmhouse Breakfast series — inspire consumers to support British farmers and buy more local, seasonal produce.
The supermarket said it has seen dramatic increases in both sales and searches for British-grown ingredients. Compared to this time last year, sales for its British strawberries are up 151 per cent, with Jersey Royal potatoes leaping 89 per cent.
Sales of Cox apples are up 52 per cent, with Duchy Organic Gala apples up 30 per cent and early British asparagus 25 per cent.
Similarly, in the past month, searches on Waitrose.com for British strawberries, early asparagus and Jersey Royals are up 276, 550 and 77 per cent respectively.
Jake Pickering, head of agriculture, aquaculture and fisheries at Waitrose & Partners, said: “Farming shows are doing more than just entertaining us; they’re making the public stop and think about British farming, the people behind it, and the challenges they face. Our customers are telling us they want to support UK producers, and we’re proud to be a retailer that champions them every step of the way.”
The movement extends beyond the supermarket shelves, according to Watirose, which noted that the ‘Farm-to-Fork’ trend is gaining cultural momentum, with chefs, influencers and restaurateurs highlighting British produce.
Chef Julius Roberts champions all things British produce, sharing recipes such as British asparagus puff tarts, while Seb Graus has shared his seasonal asparagus, leek and pea orzo.
New restaurant openings this May – such as Stevie Parle’s “Town” in Covent Garden – are also celebrating British produce, showcasing sustainable British ingredients and dishes, including ‘Potato bread with Wildfarmed beef dripping’.
Emilie Wolfman, trend innovation manager at Waitrose, adds: “We’re observing a shift in how our customers shop, with more actively supporting farmers by filling their baskets with British-grown produce, from berries to local cheeses and beef. What we’re seeing is a genuine shift in how people shop and more people wanting to connect to where their food comes from.”
The rise in interest is also playing out across social media, with mentions of “farm to fork” up 20 per cent year on year, and discussions about local honey growing 28 per cent since this time last year.
