Independently-owned family business Haldanes Stores has begun its nationwide campaign to put the ‘local’ back into food shopping.
The company’s store in Carterton, Oxfordshire, which opened just four months ago, is the launch pad for an integrated rebranding initiative – with locally-produced food at its core.
Owner and chairman Arthur Harris said: “Since our first outlet started trading last November, the focus has been on opening stores the length and breadth of Britain.
“We said back then – and when Carteron opened for business in March – that we planned to source at least a third of our products from local suppliers at each of our stores. That has taken some time, and there is still work in porgress , but we can say that we are bringing this vision to life.
“After listening to the views of local customers in Carterton, we believe our store in Alvescot Road was ideal for launching this important phase of our business plan which will now be rolled out across our chain.
“Once fully implemented, our plans will potentially benefit hundreds of small producers and community groups across the country as well as satisfying the demands of our customers, which of course is the Haldanes’ goal.
“Key to this policy is quality and we have been very impressed by the quality of products from the suppliers in and around Carterton. Our slogan Refreshingly local will be met here with fresh produce from local companies and through the support of our growing band of customers in the community.”
Local producers in the Carterton area who have come on board as part of the Quality From Small Producers brand and who will be a key to Haldanes’ plans across the country, include:-
· Foxbury Farm, award-winning suppliers of finest quality meats, bacon and sausages;
· Millets Farm, supplying soft fruits straight from their fields;
· Tim’s Dairy, producers of yoghurts made from only the finest natural ingredients;
· Flying Fish, suppliers of fresh line-caught fish from sea to store in under nine hours;
· Upton Smokery, supplying smoked fish from just outside Burford;
· Chef on Board, producing hand-made ready meals with only natural ingredients.
Haldanes now has 23 stores stretching from the south-east of England to the far north of Scotland, and Harris and his team are currently negotiating the acquisition of more to be run on the same ‘local family shop’ ethos.
Stephanie Rice, director of Rice Retail Marketing, has been engaged by Harris to help develop the Refreshingly local strategy.
She said: “We believe that the only way to become a community hub is to listen to local customers. Not only are we working with some great local producers, but we are also working with a number of local community groups and supporting them through the Making a Difference campaign.
“We have also introduced more than 300 new lines and promoted the fact that we offer 200 promotions that match those of the larger supermarket chains.
“Refreshingly local is a great brand and Haldanes is an innovative new company. The esence of what we are doing is bringing alive the brand by creating a local personality for each store through the produce it offers and its involvement in the life of the community. We have been delighted to play a leading role in this.”
Source: Haldanes
