‘Waitrose of the North’ fi­nally heads South with Ama­zon Fresh gro­cery tie-up

The Daily Telegraph - Business - - Business - By Ash­ley Arm­strong

BOOTHS, the so-called “Waitrose of the North”, has inked a deal with Ama­zon Fresh that will see the up­mar­ket gro­cer’s prod­ucts be­come avail­able for south­ern shop­pers for the first time.

The 170-year-old fam­ily-owned busi­ness has un­til now shirked ex­pand­ing across the coun­try. Ear­lier this year it de­cided to take its first steps out of the North West with a ven­ture in Malaysia, rather than at­tempt­ing to crack the South.

Booths’ agree­ment with Ama­zon Fresh will mean that its range of ready meals, cheese and deli prod­ucts will be avail­able in the 302 post­codes across Lon­don, Sur­rey, Hamp­shire, Bed­ford­shire and Hert­ford­shire that the on­line gro­cer now serves. Un­til now Booths has only catered to south­ern shop­pers with its Christ­mas ham­per de­liv­er­ies, which are avail­able for four days of the fes­tive sea­son.

“Booths has al­ways been a north­ern se­cret, but now our range of ex­cep­tional prod­ucts will be avail­able ev­ery day to a wide range of shop­pers,” said Ed­win Booth, chair­man and chief ex­ec­u­tive of Booths. “This is good news for ev­ery­one. It’s a win for Booths, as we have wider reach for our prod­ucts and it’s a win for the cus­tomer who can now have a taste of ‘Booths coun­try’ de­liv­ered to their doorstep.”

Ama­zon Fresh launched last June in the UK of­fer­ing same-day gro­cery de­liv­er­ies for Prime mem­bers to an ini­tial 69 post­codes across cen­tral and east Lon­don. Since then it has ex­panded across the South East and now cov­ers 180,000 items af­ter strik­ing a whole­sale deal with Brad­ford gro­cer Mor­risons and ac­quir­ing Whole Foods ear­lier this year. “Our cus­tomers tell us they look for choice, value and con­ve­nience from Ama­zon Fresh,” said Ajay Ka­van, vice-pres­i­dent of Ama­zon Fresh In­ter­na­tional. “That’s why we’ve added Booths to our great se­lec­tion of prod­ucts from Mor­risons and Whole Foods Mar­ket, as well as lo­cal shops and big name brands, brought to­gether with same-day de­liv­ery and the ev­ery­day low prices that Ama­zon is known for.” Ear­lier this year Mr Booth told The

Sun­day Tele­graph that he was watch­ing Mor­risons’ re­cent whole­sale deal with Ama­zon Fresh with keen in­ter­est.

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