Waitrose products are to be sold in South Africa after the grocer struck an export deal with local retailer Fruit & Veg City.
The tie-up, Waitrose’s first in Africa, means that the grocer now sells its lines in 50 countries on every continent other than Antarctica.
Waitrose will supply 250 own-brand products, including Duchy Originals, risotto and wine, to Fruit & Veg City’s 110 Food Lover’s Market stores and to Freshstop at Caltex stores in service stations.
Waitrose business to business director David Morton said: “To be exporting to six continents is a landmark moment for us. South Africa’s economy is growing and we’re very pleased to be working with Food Lover’s Market to meet the rising demand for cosmopolitan flavours among their customers.”
Waitrose’s export sales increased by 30% last year to countries including Australia, South Korea and Taiwan. As well as demand from expats, local consumers have been “keen to try out European flavours”, the grocer reported.
Morton said: “The past few years have seen a huge expansion of our presence around the world, and we are always on the look-out for potential partners to help grow our global appeal further.”