Asda has joined its supermarket rivals in launching a page on its website promoting British produce to encourage customers to support local suppliers.
The ‘Support UK’ page will be updated regularly to showcase items sourced from British farms and producers, such as fruit, vegetables, poultry, dairy and herbs.
Asda chief commercial officer for food Kris Comerford told The Grocer: “We know our customers are conscious of where their food comes from, and many seek out homegrown produce in our stores.
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“So, to make it easier for customers to find the best UK produce available at Asda, we are pleased to launch a dedicated section of Asda.com for British products so our customers can more easily support our brilliant UK-based produce suppliers.”
The supermarket follows suit of Aldi, Co-op, Morrisons, Ocado, Sainsbury’s, Tesco and Waitrose in launching a dedicated section on its website to champion British sourcing and local suppliers.
Morrisons pioneered the move last year, in a bid to encourage shoppers to “back farmers and British produce”.
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