Waitrose is prioritising its commitment to animal welfare to distinguish itself in the competitive market.
- In the face of declining sales, Waitrose is betting on its animal welfare standards to appeal to ethically-minded consumers.
- The company claims to have the world’s best animal welfare credentials, supported by numerous Compassion in Farming awards.
- A ‘no compromise’ animal welfare campaign is being launched alongside price cuts to drive sales growth.
- The campaign includes authentic social media content showcasing real-life farming practices and long-term supplier relationships.
Over the past year, Waitrose’s sales have declined by 3%, with market share dropping from 5% to 4.7%. As inflation begins to ease, the company is shifting its focus to other factors, such as animal welfare, to regain consumer interest. The grocer believes that its commitment to high standards in food provenance and sustainability will attract shoppers who prioritise quality and ethics.
James Bailey, Waitrose’s executive, emphasised the need to focus on what sets the company apart, claiming, “We believe we have the world’s best animal welfare credentials, and will be majoring on that more this year.” The new campaign combines their dedication to animal care with strategic price reductions, aiming to maintain consumer loyalty and attract former customers back to the brand.
Jake Pickering, the senior agriculture manager, highlights that the company places a strong emphasis on understanding their customers’ growing interest in food production. “I’ve been in this industry now for over a decade,” says Pickering, “and as every year goes by, we’re getting more and more customers wanting to understand how their food is produced.” Waitrose has consistently held the highest standards, winning more Compassion in Farming awards than any of its competitors, reinforcing Bailey’s claim.
Waitrose is launching a campaign as part of the ‘Food To Feel Good About’ initiative, explicitly designed to reiterate its leadership in animal welfare. The campaign spans across TV, retail stores, and social media, aiming to engage customers by showcasing authentic agricultural content. Content includes innovative pest control methods and sustainable animal husbandry practices, directly from their farmers, as well as impactful collaborations with John Lewis to utilise by-products like wool and leather.
Supplier relationships have been pivotal in supporting Waitrose’s animal welfare initiatives. With 25 years working with beef suppliers and over 30 years with egg suppliers, the long-standing trust has enabled transparency and innovation in their supply chain. In recent times, Waitrose has provided financial aid to its livestock suppliers, investing in farmers to combat challenges like the national pig culling crisis and rising production costs provoked by geopolitical issues.
Through strategic cross-collaborations with John Lewis, Waitrose is integrating sustainability into its supply chain further by using wool and leather from its suppliers for non-grocery products. This initiative not only minimises waste but also adds value to its farmers’ produce. Bryan Roberts from IGD acknowledges Waitrose’s leading position in animal welfare, suggesting that as economic conditions improve, these high standards could lead to sustained sales growth.
Waitrose’s unwavering commitment to animal welfare standards positions it to captivate ethically-focused consumers as economic pressures ease.
