Ocado Retail, the world’s largest dedicated online supermarket, has launched a Best of British range dedicated to showcasing produce from UK farmers and growers.
Similar actions have been carried out by Aldi, the fourth largest supermarket, following various pushes from other shops including Sainsbury’s to promote British food and produce.
Ocado’s aisle exclusively features products both grown and produced locally, offering over 800 British items including fresh fruit, vegetables, meat and dairy products.
Suppliers include Ocado’s Own Range, M&S, and unique challenger brands like Jones Food Company and Tom Parker Creamery.
It comes amid calls from consumers for greater transparency about how and where food is sourced from. Food security and sustainability are rising on the political agenda, with MPs backing initiatives advocating for supermarkets to make it easier for customers to select homegrown products as they shop.
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Research carried out on 2,000 consumers by Ocado and Savanta also reveals growing demand for British produce, with beef, chicken and milk being the products consumers are most concerned about, and 79% stating it is important to them that these items are British.
The majority of consumers also thought it was important to produce dairy items in the UK, an three quarters believed it was important that fresh produce is locally sourced.
Ocado’s aims are to enhance food security by reducing reliance on imported products and getting consumers to reduce their carbon footprint and support local agriculture, benefitting both the environment and UK rural communities.
Amit Chitnis, chief commercial officer at Ocado Retail, said: “Our Best of British aisle comes in response to rising demand from our customers for more homegrown produce. Where we can, we will always try to source locally as our first choice whenever possible.
“So, we’re proud to have gathered a range of over 800 quality products that are British all year round in an easy-to-shop aisle on site spanning fruit, vegetables, meat, eggs and dairy.”
Steve Barclay, the secretary of state for environment, food and rural affairs also said it was great to see supermarkets celebrating home-grown produce, which now makes it easier for customers to back British farmers and food.
Their selection can be browsed here.
