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Waitrose enters South Africa through new export deal

| International retailers

Waitrose is further expanding its global presence after agreeing an export deal with South African retailer Food Lover’s Market. In a first for the African continent, the fresh produce retailer will stock a range of Waitrose products in its 120 stores.

“We are delighted that we will be offering a range of Waitrose products in our stores. We saw a synergy with the Waitrose brand as their core retail values of offering high quality food products and innovation in retail are so closely aligned to ours,” said Brian Coppin, CEO of Fruit & Veg City Holdings.

South Africa marks Waitrose’s 50th international partnership with its products now sold on every continent, except Antarctica. The chain’s international sales grew almost 30% last year.

Commenting on its latest tie-up, Nigel Roberts, Head of UK & International Growth for Waitrose, said: “Our partnership with Food Lover’s Market was a very simple decision – Food Lover’s Market management were very passionate about Waitrose and when we saw their brand in action and experienced their stores, we knew we could forge a fantastic partnership.”

Food Lover’s Market will be stocking a range of Waitrose’s ambient and frozen products, including ready meals, tarts, cakes and ice-creams. Ambient products include specialist oils, sauces and salad dressings, as well as everyday items such as rice, pastas, condiments, coffees, teas, canned goods and a selection of spreads.

Roberts added: “From our experience dealing with other international markets, global favourites are typically our biscuits, preserves and cereals/muesli – products which really are quintessentially British. Our authentically made European products, such as pasta and sauces, salad dressings and condiments, are also very popular. Finally, those with a sweet tooth must try our seriously delicious ice creams and frozen desserts in the freezer section.”

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