Total sales excluding fuel at Waitrose last week (to April 16) were 3.4% higher than last year. Popular ranges included Jersey royal potatoes, asparagus and strawberries.
The supermarket chain’s personnel director Helen Hyde said: “We have announced that we will be exporting to China for the first time, after an agreement with the Alibaba Group to sell our products online.
“We will initially be selling 30 products including tea, biscuits and cereals – but we’re predicting that China could well become our biggest export market in the next three to five years.”
The week also saw the launch of a new television advertising campaign to show Waitrose customers where their food comes from.
Helen added: “The ads are being filmed at our farms on the same day as they are broadcast, with our cows and hens taking centre stage to help tell the stories behind our food.”