Lloyd Maunder's collection scheme made it possible for John James Sainsbury to buy fresh foods direct from Devon farmers, rather than through the wholesale markets. This meant that he knew he could buy the goods his customers wanted and that they would be good quality.
The scheme also made it possible for farmers who produced only small quantities of eggs, butter and poultry to be sure that they would be able to sell their products because Lloyd Maunder took responsibility for sending the eggs by rail to Sainsbury's London depot. A similar scheme was set up by Frank Sainsbury with farmers in the Haverhill area of Suffolk.
The arrangement was so successful that Lloyd Maunder's products, like Frank Sainsbury's, were described in Sainsbury's advertisements as 'from our own farms'. Lloyd Maunder, however, kept the identity of his best customer secret, referring to Sainsbury's in his records simply as 'A1'.
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Copyright J Sainsbury plc, 2000.