Discount supermarkets Aldi and Lidl are backing British farmers with the launch of two new initiatives.
Aldi has introduced a new dedicated ‘Best of British’ section to its webpage, allowing shoppers to choose from a selection of British groceries, such as dairy products and everyday essentials.
The new initiative aims to bolster Aldi’s relationship with British suppliers, as the discounter claims to be the market leader in sales of fresh British fruit and veg. Last year, more than 80% of its sales came from British suppliers.
Aldi UK managing director Julie Ashfield said: “Our Best of British webpage aims to give our customers the chance to navigate British products more easily whilst supporting the thousands of local suppliers that we work with.
“We are proud to champion so many British suppliers and they are at the heart of our success, allowing us to offer our customers great British quality at the best possible prices.”
Elsewhere, Lidl is investing over £70m to transform its British root veg suppliers to new long-term contracts.
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The new contracts are set to last for up to three years and aim to benefit farmers producing veg such as carrots, parsnips and swedes through Britain’s variable weather challenges, by offering certainty and security throughout the period.
The move demonstrates Lidl’s commitment to ‘Backing British’ and the development of local economies and comes as a part of the discounter’s broader target to inject £17bn into the British food industry by 2025.
The discounters’ new initiatives follow other supermarket’s efforts to aid consumers in supporting British groceries.
Earlier this month Defra secretary Steve Barclay urged supermarkets to do more to help shoppers buy more British produce online, following Morrisons becoming the first UK retailer to offer a dedicated “Buy British” section last year.
Photo: An in-store Aldi ‘Buy British’ section
Lidl GB buying director Paul Gibson said: “As the whole market faces challenges, including unpredictable weather patterns, our decision to transition suppliers to longer contracts underscores our commitment to supporting local producers. Not only is it an investment in the quality and consistency of our supply chain, but it’s also a testament to our dedication to the British food industry.”
Supplier Burgess Farms chief operating officer James Barker said: “Entering our vicennial year with Lidl GB represents a significant milestone for us, and one we are very proud of.
“Despite industry-wide challenges over the last two years, Lidl’s transparent and collaborative approach has enabled us to continue delivering excellent quality produce to its customers. Together, we’ve cultivated a sustainable British farming supply chain, from field to shelf, and the long-term agreement means we can continue to build on this in the future.”
