Waitrose is set to launch a new social media campaign to create a direct line between its shoppers and farmers.

The upmarket retailer’s executive director, James Bailey unveiled its upcoming strategy today (16 March), as he claimed that Waitrose has the “highest animal welfare standards of any supermarket in the world.”

Looking to connect its suppliers through videos and messaging on Instagram, the initiative will initially be tested with around five farmers in the next month.

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Bailey said the move will help shoppers “to understand and experience how we work with our supply base.”

“Farmers will start posting content about what they’re up to and customers will have a direct line to ask them questions and get responses through that channel.”

This looks to reflect the supermarkets current Instagram initiative using the hashtag ‘#waitrosepartners’ which connects in-store Partners to customers directly with vidoes and messaging.

While Waitrose won’t be involved in the Q and A style videos and posts for its ‘Supplier Stories’, it has said it will help farmers to set up the Instagram accounts.

Although initially rolling out as a trial, Bailey added that Waitrose hopes to expand this to more suppliers over time.