Suppliers: Lloyd Maunder

The long relationship between Lloyd Maunder Ltd and Sainsbury's began by chance in 1898.

A local miller at Witheridge in North Devon had occasionally supplied Sainsbury's with poultry, but was unable to supply the large quantities requested. Seeing the potential for business links in London, Lloyd met with Arthur Sainsbury and came to an agreement that he would supply Sainsbury's regularly with poultry, butter, eggs, rabbits and pig meat.

Lloyd Maunder referred to Sainsbury's as 'A1', so that rivals would not discover the secret of his success. His products were so popular with Sainsbury's customers that he soon began to buy additional supplies from other farmers. These would be collected by pony and trap and sent by rail to London. This supported the depressed West Country farming industry, by providing a guaranteed market for farmers who produced only small quantities of eggs, butter and poultry.

In 1912, in response to growing demand, Lloyd Maunder set up an abattoir at Willan, near Tiverton. The goods, which later included beef and mutton, were referred to by Sainsbury's as 'produce from our own farms', even though the company never had a direct link in Lloyd Maunder's business.

However, the good relationship between Lloyd Maunder and Sainsbury's extended beyond business. John Benjamin Sainsbury told Lloyd Maunder 'if you can't make friends as well as money in business, it's not worth going on'. Lloyd Maunder Ltd continues to supply Sainsbury's today. In 2004, the company developed a new breed of chicken, the Devonshire White, which became the first Sainsbury's product to receive RSPCA 'Freedom Food' certification.