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The company was founded on the principle of helping people in poorer parts of London eat a better diet. The ‘Quality perfect, prices lower’ strap line was on the front of our first store and has remained a guiding principle throughout Sainsbury’s history. The first store stocked just butter, eggs and milk at a time when affordable quality food was scarce. Over the years we have remained true to our goal of offering great product at fair prices with a strong ethical approach to business.

With over 18 million customers each week, Sainsbury’s has a real impact on UK consumers. Even though our customers are looking to economise, ethical and environmental concerns remain important to them. Sainsbury’s takes a leading stance on a range of issues on behalf of our customers while still ensuring products are competitively priced. This has been the essence of Sainsbury’s brand for 140 years and has relevance in all economic environments.

As we look forward there is an increasingly complex set of issues that we will need to address for our business and on behalf of our customers. The right thing to do is often not clear-cut as good intentions in one area often create unintended consequences in another. It’s also a constantly developing agenda.

At Sainsbury’s our approach is to take the widest range of information into account so that changes we make stand the test of time. We want to create real and lasting difference rather than a series of short term fixes.

As you read this report I hope you will be able to see not just how we have been making a difference for the last 140 years, but how we plan to continue to do so into the future.

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