Supermarket Battle Reaches the Farm
15 April 2016 - 3:44PM
Dow Jones News
By Saabira Chaudhuri
LONDON--The U.K.'s grocery chains are battling it out down on
the farm.
Seeking a leg up in a hotly competitive market, traditional
chains are highlighting the farms that supply them--or making up
farms just for branding--as they take on aggressive discounters
such as Germany's Lidl and Aldi.
Tesco PLC, Britain's largest retailer, earlier this week showed
off some its 76 new food lines, branded with names like Woodside
Farms, Willow Farms and Redmere Farms. Most are directly comparable
to those found at discounters.
Analysts and reporters attending Tesco's full-year results
briefing at the London Stock Exchange filed past displays filled
with chickens, plums, tomatoes and packages of beef. Tesco created
the products with suppliers to hit certain price and quality
metrics, and says they are about 20% cheaper than discounters'
similar offerings.
But Tesco's new product ranges have stirred up some controversy
in the U.K. for bearing the names of seven made-up farms. Critics
say the British-sounding monikers obscure the fact that the
products come from a variety of farms, including ones overseas.
Blueberries under the Rosedene Farms brand come from Spain, for
example, while apples under the same brand hail from South
Africa.
Chief Executive Dave Lewis, a former Unilever PLC marketing
executive, explained the names as a branding exercise. He said
Tesco decided to launch them after analyzing why customers were
taking some of their shopping elsewhere.
"I'm not shy about the fact that all good marketing will always
polarize, " Mr. Lewis said Wednesday. "We've been very open about
the fact that this is creation--we're creating and launching these
brands."
He said Tesco's investment in the new farm brands was "probably
the most significant" he has made so far. He warned that further
investments likely would cap profitability in the near future.
"Using 'farm' creates an image of freshness and provenance,"
said HSBC analyst David McCarthy. "The objective of this fresh-food
range is to remove a reason customers might go to a
discounter."
Indeed, Tesco's move is directly aimed at Lidl and Aldi, which
have been steadily stealing market share from their larger rivals
for years--and have an array of made-up farm brand names of their
own. Aldi sells meat and fresh produce in the U.K. under a brand
called Ashfield Farm, similar to its U.S. brands Friendly Farms and
Appleton Farms. Lidl's brands include Birchwood Farm and Strathvale
Farm.
The British efforts are part of a global trend among supermarket
chains and food makers as customers increasingly seek food that
appears fresh, lacks artificial ingredients and is locally
sourced.
In the U.S., the websites of companies such as Kellogg Co. and
General Mills Inc. tout the names and profiles of farmers who grow
wheat and oats for their cereals. Wal-Mart Stores Inc.'s Sam's Club
unit recently began putting codes on produce packages that shoppers
can scan using smartphones to learn more about the food's
provenance.
Aldi and Lidl now have a combined market share of 10.4% in Great
Britain, up from 8% two years ago. Over that period, the "big four"
supermarkets--Tesco, Wal-Mart's ASDA, J Sainsbury PLC and Wm.
Morrison Supermarkets PLC--along with Waitrose, have seen their
combined market share drop to 76.3% from 78.6%.
In February, Aldi launched a nationwide advertising campaign to
tell shoppers it is the lowest-priced supermarket in the U.K.
despite recent price cuts by Morrisons.
"We think it is important to make it clear to shoppers that any
challenge to our price-leadership position will not succeed," said
Matthew Barnes, Aldi's U.K. CEO.
Not all of British retail's farms are fictional. High-end
supermarket chain Waitrose on Friday began streaming live footage
in train stations across the country from a farm it owns in
Hampshire. Passersby will be greeted with footage of beehives,
rapeseed and more from dawn to dusk.
Waitrose also is airing a series of television ads starting on
Friday featuring its dairy and egg farms, based on footage shot the
same day. It is attaching a camera to the collar of one of its cows
to shoot some of the footage.
Waitrose, owned by John Lewis Partnership, said it aimed to let
customers see firsthand where their food comes from. "Rather than
telling customers what we do, we've decided to show them in an open
and honest way," said Rupert Thomas, Waitrose's marketing
director.
Write to Saabira Chaudhuri at saabira.chaudhuri@wsj.com
(END) Dow Jones Newswires
April 15, 2016 09:29 ET (13:29 GMT)
Copyright (c) 2016 Dow Jones & Company, Inc.
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