Different and Better than Ever
We are proud of what makes us different - a distinctive offer to customers centred around fresh food, craft skills and vertical integration through our manufacturing business; the way we lead and support our colleagues; and our unique heritage.
Being 'different' means building on these advantages, which set us apart from all our competitors and position us to win.
Being 'better than ever' is about improving the way we do business - doing more of the things that matter for our customers - making great food, offering outstanding service and being more efficient so we can pass on the best savings possible. It also means seizing opportunities to grow the business profitably through new formats, channels and categories, to meet more of our existing customers' needs and to reach new customers.
We have developed a strategy based on our view of how the market will evolve, what will be most appealing to our customers and how we make best use of our capabilities.
Our strategy is based on clearly defined initiatives that will deliver our strategy grouped by our objectives of ‘driving topline’, ‘increasing efficiency’ and ‘capturing growth’.
A strategy linked to sustainability
When we consider our future outlook and the goals we wish to achieve, we focus our attention on those areas of greatest significance to our business. We assess whether there are any potential sustainability issues relating to these areas and make a direct link between the sustainability challenges we face and our business strategy.