Supply chain · 24 January 2017

Selling to Waitrose: Insight from those with stocked products

Selling to Waitrose
Like any other major UK supermarket, selling to Waitrose as a smaller supplier requires a product that corners a market not yet occupied in store
Continuing our supply chain series on how to sell to big businesses as a small supplier, Business Advice spoke to four entrepreneurs that successfully navigated the process and began selling to Waitrose, with stores up and down the country now stocking their products.

Waitrose has built up a reputation as stocking UK-made products that offer customers a background story. It outlines four key points that it considers essential to any prospective new product:

  • High quality
  • Locally sourced where possible
  • Appropriate presentation
  • Offering a point of difference
It isnt always as easy as checking off these points grabbing the attention of the buying team and getting your product seen is often the most difficult aspect in gaining a listing in any major supermarket in the UK.

Fortunately for small suppliers in Britain, Waitrose has renewed its commitment to bringing in small regional brands into its supply chain. The Small Producers? Charter sets out its objectives to bringing the best food in people’s local areas into their favourite local supermarket.

Moorish hummus different but not too different

Since 2014, Julie Waddel’s Moorish brand of hummus has moved from stocking two products in 50 initial stores, to doubling its range in 177 stores across the UK.

For Waddell, the UK’s taste for hummus confirmed that the market was there, but she saw a lack of innovation. The selling point in Moorish is the smoking of the chickpeas, giving it texture and a longer life than other brands.

However, Waddell said that there was a fine line to be tread offering something new to the market, but remaining familiar enough for customers to buy into the brand.

Moorish hummus
Moorish founder Julie Waddell created her hummus recipe when cooking for her family
other companies have come and gone since Ive joined the market because the products were just too different. The British consumer is still fairly conservative we like what we know, but we also like a little variation. It worked well that smoked hummus was different enough but not too different. Hitting that sweet spot was important.

Waddell said that she always knew Waitrose would be the best fit? for her brand, and to match her ambitions for Moorish she upped the levels of production.

I had to have it made in a factory to supply to company like Waitrose not for the quantities alone but for the quality accreditation standards that you need. The factory that I started working with were already supplying a brand of dips to Waitrose, so it had an idea of volumes, she said.

Unrealistic forecasting expectations can be enough to put a small supplier out of business if they are not met, but Waddell experienced realistic agreements with Waitrose.

there are production expectations. An artisan setup will have a limited capacity.I wanted to work with a factory that could make unlimited amounts, so should it be a global, international success overnight, we could still fulfil orders.

it’s not just about the pot of hummus being good every piece of the jigsaw needs to fit into a neat and attractive picture for the retailer, she added.

HayMax getting the buyer’s attention

In 2005, long-term hay fever sufferer Max Wiseberg developed a home-made remedy to combat his affliction. Initially manufacturing HayMax from his kitchen, Wiseberg succeeded in selling to Waitrose and now outsources its production.

Following early listings in some health stores, Wiseberg targeted the relevant category buyer at Waitrose. Eventually getting through on the phone, he convinced the buyer to meet him at a trade show where HayMax hosted a stand.

HayMax founder Max Wiseberg
“Selling to Waitrose is very simple but also very difficult. First, you have to find out who the buyer is and get in touch with them. Then you need to convince them that your marketing will drive people into the store to buy your product. You also need to show that Waitrose will sell enough of your product to take something else out, he advised.

Exhibiting at a trade show was the ideal way for Wiseberg to demonstrate HayMax’s potential.

we exhibited at the Natural Trade Show in Brighton. Supermarket representatives liked HayMax, but the consumers took to it as well, he said.

Trade shows give business owners the opportunity to develop new contacts, get a brand noticed and remain up to date with their industry.

Piccolo shared business values

Similarly to Waddell’s experience, Cat GazzolI knew that the ethics and customer base of Waitrose resonated with her own brand. Since 2015, Gazzoli’s luxury Mediterranean baby food business, Piccolo, has moved from beginnings at her family’s grocery shop in Northern Italy to winning an exclusive partnership with Waitrose.

the Waitrose consumer definitely has a great passion for food and the story behind it. As Waitrose is a co-operative, it doesunderstand what it means to start a small business with a founding team who have stake in thecompany’s success. it’s not a sell, sell one-way relationship, GazzolI noted.

PIccolo founder Cat Gazzoli
PIccolo founder Cat Gazzoli
Like Waddell, GazzolI also highlighted the importance of preparing your operations in advance for the increase in demand.

we were well equipped so did not have any issues and Waitrose’s supply chain team is second to none, she said.

Plenish shout about it



Praseeda Nair is an impassioned advocate for women in leadership, and likes to profile business owners, advisors and experts in the field of entrepreneurship and management.

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