Waitrose goes nuts for Liberation

Waitrose is the first UK supermarket to stock new Fairtrade nut brand, Liberation. These delicious packs of mixed cashew nuts and peanuts, baked with just a light drizzle of oil, are available in 2 flavours – ‘lightly salted’ and ‘with a hint of smoked’ flavour.

The growers who supply Liberation own 42% of the company which means that they have a real say in how the business is run and get a better deal financially, helping them and their communities in Africa, Asia and Latin America.

The range has two additional flavours – ‘lemon and a hint of chilli’ and ‘natural (no added salt)’.

Following promising pre-Christmas sales in Oxfam, health food stores nationwide and on-line and with excellent customer and staff feedback, Liberation is excited about its launch in UK supermarkets as MD Ceri Willmott explains: “One of the aspects of the Liberation which makes it unique in the nut industry is that those traditionally seen as the weakest in the supply chain are joint owners of the business. Every pack we sell makes a real difference.”

Waitrose has a strong reputation for trading fairly and supports Fairtrade. They were the first supermarket to switch all of their bananas to Fairtrade. And this year, one in four bunches of all flowers sold at Waitrose will be certified to internationally agreed Fairtrade standards.

Says Victoria Green, Waitrose Grocery Buyer: "It is of prime importance to us and our customers that all our products are sourced ethically. Liberation Nuts are not only delicious, but also come with the Fairtrade sourcing guarantee - available in time for customers to support Fairtrade Fortnight."

Liberation will also be available in more than 300 Sainsbury’s stores from Fairtrade Fortnight (25th February – 9th March) and other supermarkets are expected to follow.