Waitrose’S seedless grape strategy has been developed over the last five years in response to continued consumer demand for convenience. However, while seedless varieties make up the bulk of the offer, this has not been to the exclusion of speciality varieties which have enhanced the scope of interest in the category.
“Selecting some of the best growers in the world is continuing to allow us to develop the category to new heights,” says buyer Nicki Baggott. “They have all responded with a great deal of commitment and forward planning of a crop which needs special attention not only during production, but along the whole distribution chain due to its fragility.”
Additionally, the ability of new sources to provide the necessary volumes and quality has meant that airfreighting of product, historically used to plug seasonal gaps, has virtually been eradicated from the supply process as sea containers take the extra weight.
Talking to Rachel Culley, category manager at British & Brazilian further underlines the ramifications of what has become a truly intercontinental business. While Spain, Italy, Greece and more recently Egypt, provide the main summer and autumn sourcing options, Chile, South Africa, Brazil and Mexico have tied up the Waitrose winter and spring programmes.
“All fruit is now packed at source in Waitrose’ distinctive green reusable IFCO trays - a container which can be placed straight on the shelf after final UK quality checks, reducing handling,” says Culley.
“It is perfect because of good ventilation and the ability to chill down quickly after harvesting. All these aspects are assets in building a reputation for quality in store.”
B&B’s marketing office is still based as Earl Stonham in Suffolk where it first began serving Waitrose over 20 years ago, but its increasing status as a supplier led to a move first to a distribution depot with short-term temperature-controlled storage at Thrapston, Northants, in 1997, and, this year, onto a more modern and spacious custom-designed facility at Yaxley near Peterborough.
But it is the links that weld the growers themselves together that are mutually seen to be the key denominator reflecting Waitrose’s concept of its suppliers as being part of a partnership and a family.
Last February, for example, Fruit Logistica - the Berlin fresh produce exhibition - was used as a focal point for Waitrose grape producers. They jetted in from all corners of the world to meet some of the buying team at the world’s largest industry-specific event.
Discussions ranged from the exchange of mutually beneficial ideas on everything from varieties, packaging and handling, to talks on future strategy, which this year has ben extended to include supplying the 19 branches being rebranded and equipped after being purchased from Morrisons.
“Keeping ahead on the High Street has always been a main plank in the Waitrose philosophy, but not at the risk of jeopardising quality,” says Baggott. “We want customers to be always able to buy in confidence, which means that fruit must both look and taste good.”
Easy to say, but not so easy to achieve. So what are Waitrose guidelines to achieving the best quality fruit?
“Green stalks always denote freshness, berries must be clean and well shaped and sized,” continues. Rachel. “Obviously fruit must meet the various acceptable levels of brix which can vary between varieties to ensure they all taste sweet and crisp,” says Baggott. “Colour of course, also plays a major part, and we look for green seedless to ideally be milky white to pale yellow. Red seedless are more complex, as they can be shades which vary from dark to light red, according to production source.”
Green seedless, based on Thompson, Prime and Sugraone, and red seedless, represented mainly by Flame and Crimson, account for the majority of the chain’s volume.
While these remain the cornerstone of sales, Waitrose has also extended the category to include a widening range of added-value speciality grape sold at the time of the year when quality is at its peak. For example, seeded varieties now occupy a niche market compared with 20 years ago, but Waitrose still regards them as a valued asset to its assortment because of their flavour.
They include large, juicy South African black Bonheur, which many experts still believe is amongst the best varieties in the world for flavour, Italian Italia which can justifiably claim to enjoy a similar repuation, and Red Italia which has achieved the same results in Brazil. More recently, Muscat Rosada, from Chile and Spain, which is a delicate pinkish-green, has supplemented the range with distinction.
Waitrose is strongly supportive of the Fair Trade initiative in South Africa, and for the first time this year, grape will be sourced by the chain’s own grower’s group.
Both Culley and Baggott expect the Waitrose reach to extend to new geographical areas, as well as new types.
Previous examples of real progress in this area - that are by no means Waitrose’s exclusive territories - are Brazil and Peru, which are kept under close scrutiny. But part of the Waitrose concept is not simply to slavishly follow the market trend.
“It means that as buyers we have to gain a real understanding of the local conditions and disciplines, and at the same time build a mutual respect and relationship with our chosen growers,” says Baggott.
“It’s only then that the results really begin to show through.”
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