GREATER choice, and therefore increased competition, have been introduced into shopping in Jersey thanks to Waitrose, the British supermarket giant, which has just opened its first Island shop.

It would be wrong to suggest that the supermarket experience before the advent of Waitrose was impoverished or sub-standard. The Channel Islands Co-op and Sandpiper’s varied outlets, including Marks & Spencer, Checkers and Iceland, covered most of the bases. That said, the new operator undoubtedly adds variety to the mix and is likely to be welcomed by a great many Island shoppers.

There are, moreover, other reasons to welcome Waitrose to the Island. Its business ethos, for example, is next to legendary. As in the case of all successful commercial undertakings, it focuses on the needs and care of customers. However, the new player in the Jersey marketplace is also famous for looking after its staff – to the extent that they are valued partners in the enterprise.

The new supermarkets – or rather old supermarkets under new ownership and with a new offering – are also providing new employment opportunities at a time when Island unemployment is at record levels.

The arrival of Waitrose, who have signed up no fewer than 25 local suppliers, is also major good news for Island agriculture and enterprise in general.

It is also significant that a business which is little short of a national institution has enough faith in the future of the Jersey economy to wish to become part of it.

There might, of course, be some criticism of Waitrose on the grounds that its range of goods lies in the middle and upper end of the market, but there will undoubtedly be demand for its products in this generally prosperous community. Most people will be aware that price sensitivity is not always the factor deciding what goes into the shopping trolley. It is also true that other outlets will continue to cater for other tastes and other budgets.

It is, meanwhile, a safe bet that Waitrose will adapt to Island conditions and customer expectations as this, its first venture ‘offshore’, develops. In spite of its special attributes, it will be in competition with other organisations and it will draw on many years of experience and day-to-day feedback to decide what should go on the shelves and at what price.