Waitrose focus on provenance brings 12 per cent rise in UK apple sales

Alan Titchmarsh - image:Waitrose
Alan Titchmarsh - image:Waitrose
Waitrose has ascribed a 12 per cent rise in UK apple sales in 2013 to its ongoing Best of British marketing campaign.

In September it aired a TV advert, The Story Of The Brilliantly British Apples, fronted by celebrity gardener Alan Titchmarsh and shot at the Norfolk orchards of Waitrose supplier Jeremy Linsell.

Sales of British strawberries were also up over 8 per cent and watercress up 26 per cent, according to the retailer's What We Ate in 2013 report, published this week. Watercress and kale were among the foods it listed as "in flavour" this year.

Waitrose agriculture director Heather Jenkins said: "What we ate in 2013 was shaped by a clear focus on provenance. As the spotlight shone on the relationship between supplier and retailer, the public wanted to know more about where their food comes from."

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