The retailer is supporting the range, which includes products from flour to traditional sea salt and biscuits to wine, with a national in-store campaign to raise the profile of specialist British food producers.
Waitrose stores across the country will house high-profile display areas dedicated to British artisan food companies. The campaign, which will run for four months this summer, will include shelf-edge notices and photography, in-store leaflets and customer tastings.
The Food Heroes range will showcase local and regional specialties, many of whose producers have scaled-up their businesses sufficiently to supply the supermarket on a national basis.
John Vine, local and regional buyer at Waitrose, said, ‘The Food Heroes campaign is about celebrating the real foodie champions - the small, often family-run, businesses, working with endless skill, passion and enthusiasm. We want to tell our customers why these businesses are so special, and celebrate the fantastic food and drink they make.'
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