Waitrose signs export deal to sell its goods in South Africa
The move means that Waitrose will now be selling its products in 50 countries across every continent except for Antarctica.
The deal is one of Waitrose’s biggest to date and will result in more than 250 of the supermarket's own-brand groceries being sold in Fruit & Veg City’s 120 Food Lover's Market stores and in selected Freshstop at Caltex service station shops in South Africa.
Items being exported to the country include shortbread, muesli, risotto and pasta, ice cream, sorbet, as well as Waitrose wines from across France, Italy and Portugal.
David Morton, Waitrose business to business director, 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 export sales grew by nearly 30% last year with recent additions to the export business including South Korea, Taiwan, Ibiza, Australia and Gibraltar. Among the most popular exports are Waitrose teabags, custard creams, crackers and marmalade.
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