Ocado has become the latest supermarket to launch a “Buy British” tab to its website, following a call for grocers to support local farmers.
The virtual aisle houses more than 800 items from UK farmers and growers, from fresh fruit and vegetables, to meat, eggs and dairy products.
The online retailer’s move follows in the footsteps of Aldi, Morrisons and Sainsbury’s who all similar sections this year, as it revealed searches for “British produce” had risen 77% year on year, while 87% of its shoppers found it important to support British farmers.
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Ocado Retail chief commercial officer Amit Chitnis 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.”
Sainsbury’s launched its “Best of British” website page in February, featuring more than 450 100% British-sourced grocery products.
Likewise, Morrisons pioneered the move last year, in a bid to encourage shoppers to “back farmers and British produce”.
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