Quentin ClarkQuentin Clark Central Buyer Poultry, Fish Central Buyer Poultry, Fish

and Eggsand Eggs

WaitroseWaitroseFood shops of the John Lewis PartnershipFood shops of the John Lewis Partnership£3 Billion turnover £3 Billion turnover Long-term approach to business-not publicly Long-term approach to business-not publicly listedlisted

100 years old last year100 years old last yearCulture built on trust, honesty, service and Culture built on trust, honesty, service and valuevalue

Partnership principals, sharing knowledge, Partnership principals, sharing knowledge, profit and powerprofit and power

Position in the Multiple retail MarketPosition in the Multiple retail MarketRepresents 3.90% of multiple retail marketRepresents 3.90% of multiple retail marketOver trade in fresh meat, poultry, fish and Over trade in fresh meat, poultry, fish and eggseggs

Fish represents over 11% of UK marketFish represents over 11% of UK market165 Branches ( 157 fish service counters)165 Branches ( 157 fish service counters)

Safeway AcquisitionsSafeway AcquisitionsSandbach BarryFulham WorthingTowcester RushdenAbergavenny OtleyHarrogate FarnhamSouthport DartfordHitchin LincolnSwaffham SheffieldNewport (Salop) WolverhamptonHull

A total of 19 Branches

mainly outside our normal trading area

AbergavennyAbergavenny

Etailing "Clicks and Mortar"Etailing "Clicks and Mortar"40% partner in Ocado40% partner in OcadoCombined with Waitrose Direct Combined with Waitrose Direct now equivalent to Sainsburys now equivalent to Sainsburys on-line operation second to on-line operation second to Tesco.Tesco.

Hub and Spoke Hub and Spoke

De-mountable "Pods"De-mountable "Pods"

The Marketing of Fish in The Marketing of Fish in Waitrose Waitrose

Waitrose StrategyWaitrose Strategy

To dominate on To dominate on product and product and differentiate on differentiate on Customer serviceCustomer service

Mill Hill

The split of trade

20.9%

26.3%

52.9%

FROZEN FISHPREPACKED FISH

SERVICE COUNTER

Service Counter Sales per weekService Counter Sales per weekSa

lmon Cod

Smok

ed

Flat

Fis

h

Mis

cella

neou

s

Gam

e Fi

sh

Shel

lfish

Add

ed V

alue

Had

dock

Oily

Fis

h

Trou

t

New

Zea

land

0

50

100

150

200

Thou

sand

s

How is the business growing?How is the business growing?

-2

30

8

Frozen Fish Prepacked fish Service Counter-10

0

10

20

30

40

Supply Chain PartnershipsSupply Chain Partnerships

Long-term and sustainableLong-term and sustainableStrong investment plansStrong investment plansHigh operating standardsHigh operating standardsResearch and developmentResearch and developmentFocus on quality, consistency Focus on quality, consistency and tasteand taste

Product InnovationProduct Innovation

United Nations Food and United Nations Food and Agricultural OrganisationAgricultural Organisation

The FAO report that 70% of the world's The FAO report that 70% of the world's fisheries are fully exploited, overexploited or fisheries are fully exploited, overexploited or depleted.depleted.

Modern fishing methods kill and waste Modern fishing methods kill and waste between 20-40 million tonnes of unwanted between 20-40 million tonnes of unwanted fish, sea birds, turtles, marine mammals and fish, sea birds, turtles, marine mammals and other ocean life annually.other ocean life annually.

((Source FAO 2000Source FAO 2000))

Seafood Week

Responsible Fishing- the Key DriverResponsible Fishing- the Key Driver

Well managed fisheryWell managed fisheryScience basedScience basedPro-active quota Pro-active quota managementmanagement

Spawning ZonesSpawning Zones

Responsible Fishing- the Key DriverResponsible Fishing- the Key Driver

Sustainable Fishing Sustainable Fishing No endangered speciesNo endangered speciesMinimal by catchMinimal by catchTechnologyTechnologyMinimum environmental Minimum environmental impactimpact

Recovery ratesRecovery rates

Responsible Fishing- the Key DriverResponsible Fishing- the Key Driver

Fish qualityFish qualityFully traceableFully traceableLine caughtLine caughtAir freighted - Short lead Air freighted - Short lead timestimes

Fish stocks hit record lowsFish stocks hit record lows

Cod stocks in the North Sea, the Atlantic Ocean west of Cod stocks in the North Sea, the Atlantic Ocean west of Scotland and the Irish Sea have been in serious decline for Scotland and the Irish Sea have been in serious decline for decades and are now at their lowest ever recorded level. decades and are now at their lowest ever recorded level.

The Iceland StoryThe Iceland StoryIn 1999 Waitrose stopped buying In 1999 Waitrose stopped buying Atlantic Cod from the European Atlantic Cod from the European Fishery and started sourcing all its Fishery and started sourcing all its requirements from Iceland requirements from Iceland

Dedicated Icelandic supply base Dedicated Icelandic supply base For Cod, Haddock, flat fish and For Cod, Haddock, flat fish and prawnsprawns

The Iceland StoryThe Iceland Story "The Decision to move all of Waitrose's "The Decision to move all of Waitrose's requirements for Atlantic cod was a difficult requirements for Atlantic cod was a difficult one, but necessary, if we are to continue to one, but necessary, if we are to continue to offer our customers high quality fish from offer our customers high quality fish from sustainable sources. Many of the World's sustainable sources. Many of the World's fisheries are over exploited , with many fisheries are over exploited , with many species of fish under threat, and sadly this species of fish under threat, and sadly this includes the European fishery particularily for includes the European fishery particularily for Atlantic Cod"Atlantic Cod"

Jeremy Ryland LangleyJeremy Ryland Langley

Waitrose Fish Buyer Waitrose Fish Buyer

The Iceland StoryThe Iceland Story

Based on quality of the Based on quality of the fish , the management of fish , the management of the fishery, fishing the fishery, fishing methods and the long methods and the long term viabilityterm viability

Fresh Cod - by air dailyFresh Cod - by air daily

Point of SalePoint of Sale

TV AdvertisingTV Advertising

Focus on ConsumerFocus on Consumer

Improved choiceImproved choiceEthical AwarenessEthical AwarenessInnovation Innovation ConvenienceConvenienceEating quality and taste!Eating quality and taste!Staff Training (DVD)Staff Training (DVD)

Easy.....Easy.....The Easy... range is one of The Easy... range is one of many initiatives in Waitrose many initiatives in Waitrose to help us stay ahead of the to help us stay ahead of the competition.competition.

Easy...Convenience without compromiseThe next best thing to having your very own sous chef. We have picked prime, tender cuts of meat or fish that are quick and easy to pan-fry or roast, and teamed them up with delicious sauces, flavoured butters or glazes. In just 3 easy steps, you can create a mouthwatering meal for two in next to no time.All the meat, poultry and fish used is from our own selected producers and dedicated farmer groups, ensuring the highest standards of quality and animal welfare.

How do we Market Easy...?How do we Market Easy...?

New Product DevelopmentNew Product Development

With Waitrose Perfectly Balanced, you can enjoy eating healthy food, every day!

What is Perfectly Balanced?Waitrose Perfectly Balanced is a range of high quality, great tasting foods, developed to strict nutritional criteria.

All products within the range are low in fat and have a restricted salt, calorie and additive content, with no compromise on taste!

Perfectly BalancedPerfectly Balanced

Perfectly BalancedPerfectly Balanced

"Sometimes the simplest products "Sometimes the simplest products are the best"are the best" (Source Q (Source Q Awards Judge)Awards Judge)

Freshly Breaded FishFreshly Breaded Fish

Freshly breaded Fresh Fish

Thank you