Waitrose helps rebuild the UK's confidence in meat

Consumer confidence in meat has taken a knock in recent years, as a result of high-profile food scandals. Photograph: Waitrose

Waitrose has shown that supply chains founded on trust and collaboration are good for business, people and the environment.

Building strong partnerships with its UK pork suppliers has fostered a culture of knowledge-sharing and given farmers the confidence to invest in environmentally friendly production techniques. Importantly, it gives Waitrose a secure, long-term supply of high quality meat. Around 60% of the UK’s free-range pig herd are destined for its stores.

Consumer confidence in meat has taken a knock in recent years, as a result of high profile food scandals. Meanwhile, pork imports to the UK have grown and the quality of domestic pork has declined, according to a Porkwatch survey.

With a longstanding commitment to partnering with suppliers, Waitrose sets out to do things differently. It sources all its meat through the “Waitrose farming partnership”, which brings farmers together to share challenges and identify best practice.

The partnership is central to the way the supermarket does business. Forging long-term relationships and being clear about pricing establishes trust between all partners in the supply chain and helps to improve quality and sourcing standards.

A study by the Economics for the Environment consultancy (eftec) reveals that a Waitrose pork supplier, Dalehead Foods, invested in an “eco pig” production system that saves £850,000 per year on feed costs (feed represents 50% of pork production costs) and delivers a six-year payback. This is also helping to protect the environment by cutting feed waste, keeping the soil healthy and encouraging farmland wildlife to flourish.

The confidence to invest extends throughout the supply chain, with 44 of Dalehead’s farmer partners investing £13m in new buildings since 2010, and is enabling younger farmers to enter the sector.

Future priorities for Waitrose include continuing to encourage shoppers to opt for high quality British pork, helping farmers understand the business case for investment and building a clear picture of the benefits delivered through its other supply chains.