One of the largest employee-owned businesses owns Waitrose, their supermarket division. Representing them as a sponsor of the 2014 IFAJ Congress was John Gregson, Sr. Director of Public Relations. I met him during one of our tour stops and talked about his business and how important it is to communicate and educate their customers.
John says education is really important to them. Waitrose has its own farm and they are in the process of building an education center there. He says they spend a lot of time on the road at shows telling people where their food comes from and letting people meet the farmers they work with. John also talks about the value and importance of his relationships with agricultural media.
You can listen to my interview with John here: Interview with John Gregson