24 June 2008, 20:21 PM
  • Waitrose has just launched a national in-store campaign to raise the profile of specialist British food producers.

From 25th June, high profile display areas in the majority of Waitrose shops will be dedicated to showcasing the talent of British artisan food companies and the new Food Heroes range will feature 147 products in total - ranging from award winning flour to traditional sea salt, and biscuits to sparkling wine. 

Running for four months throughout the summer, the campaign will also include shelf-edge notices and photography, in-store leaflets and customer tastings. 

The new Food Heroes range will showcase some of these producers, who have scaled-up their businesses sufficiently to supply the retailer on a national scale - many for the first time. In addition, seven of the producers have already been recognised as among Britain’s finest in the Waitrose Small Producers Awards.

Says John Vine, local and regional buyer at Waitrose, “The Waitrose Food Heroes campaign is about celebrating the real foodie champions - the small, often family-run, businesses, working with endless skill, passion and enthusiasm.  We want to tell our customers why these businesses are so special, and celebrate the fantastic food and drink they make.”