Goal and values

Our goal

At Sainsbury's we will deliver an ever-improving quality shopping experience for our customers with great products at fair prices. We aim to exceed customer expectations for healthy, safe, fresh and tasty food, making their lives easier everyday.

Our values

The values of the Sainsbury’s brand – passion for healthy, safe, fresh and tasty food, our focus on delivering great products at fair prices, a history of innovation and leadership and a strong regard for the social, ethical and environmental effects of our operation – have continued to stand the test of time.

Five principles are at the core of our business:

• The best for food and health
• Sourcing with integrity
• Respect for our environment
• Making a positive difference to our community
• A great place to work.

These principles provide differentiation from our major competitors and define and direct all our activities.