He’s got a brand new combine harvester - Justin King, chief executive of Sainsbury’s (SBRY) took delivery of one in the supermarket chain’s corporate livery at the Royal Show at Stoneleigh.
It coincided with Sainsbury’s becoming the first supermarket to use flour from guaranteed traceable UK farms in its 390 bakeries, which bake from scratch.
The combine – which is now believed to be the biggest in the UK with a cutter bar that can take up to 35 feet of wheat in one pass – has the capacity to harvest enough wheat in a day to produce a million loaves in Sainsbury’s bakeries.
The 34 tonne ‘Claas Lexion 600’ combine harvester will help Sainsbury’s communicate its close working relationship with wheat farmers in East Anglia. It will be seen by motorists around Saffron Walden, Stansted and Bury St Edmunds – the vivid orange livery reads “Proud to Supply Sainsbury’s”.
Simon Twigger, Sainsbury’s business unit director said: “Our commitment to British farmers is confirmed by this brand new combine harvester – it helps us communicate with our customers and build our relationship with our dedicated wheat farmers.
“Customers care passionately about the provenance of their food, and customers are guaranteed consistently high quality bread made with flour which has been regionally sourced.”