Ocado has become the latest grocer to launch a ‘Best of British’ section to its online store in a bid to encourage customers to shop locally grown produce.
The virtual aisle showcases more than 800 products including fresh fruit, vegetables, eggs, dairy and meat.
Ocado has claimed that it is the biggest ‘buy British’ section across the UK’s leading supermarkets, FarmingUK reported.
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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.”
Ocado is following similar moves made by Aldi and Sainsbury’s who also launched ‘Best of British’ sections this year.
In January, Aldi introduced the dedicated section to its webpage, allowing shoppers to choose from a selection of British groceries, such as dairy products and everyday essentials.
The move came as last year, more than 80% of the discount grocer’s sales were from British suppliers.
Last week, Sainsbury’s followed suit in launching its own ‘Buy British’ page which includes over 450 100% British-sourced grocery products.
The page builds on the supermarket giant’s efforts to help shoppers identify British sourced products through labelling and packaging, and via permanent signage in over 1,000 of its larger supermarkets.
