Tesco has launched a dedicated ‘Best of British’ page on its website to make it easier for customers to shop British grown and produced food.
The site, which looks to support British farmers and producers, will bring together more than 500 British products, including hundreds of locally produced items such as fruit and vegetables, meat, fish, eggs and dairy products.
The page will also feature a range of recipes inspired by traditional British favourites, including a spring potato salad, and an apple and berry crumble.
It marks the latest in a series of steps by the supermarket giant to help support its British farmers, growers and producers.
Subscribe to Grocery Gazette for free
Sign up here to get the latest grocery and food news each morning
Over the past year, the supermarket giant has provided additional support of around £75m for its beef, lamb, pork, chicken and egg farmers.
It has established a series of Sustainable Farming Groups in areas including beef, lamb, dairy and cheese, bringing together farmers, suppliers and Tesco colleagues to share knowledge and trial innovations that can help improve animal welfare, reduce on-farm emissions and protect biodiversity.
Tesco commercial officer Ashwin Prasad said: “Supporting British farmers, growers and suppliers remains critical to ensuring we have a robust food industry here in the UK, and we count ourselves as proud champions of British agriculture, striving to source produce from the UK wherever possible.
“Our customers share our love for British produce, and we want to do all we can to make it as easy to find as possible, no matter how they shop with us, so we’re thrilled to be launching our Best of British page on our groceries website, bringing together over 500 hundred quality, affordable British products to choose from.”
It follows similar moves made by Aldi, Sainsbury’s, Ocado and Co-op which have also launched ‘Best of British’ sections in recent months.
In December, Morrisons became the first UK supermarket to introduce a ‘Buy British’ section online and 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.
In February, Sainsbury’s followed suit in launching its own ‘Buy British’ page which includes over 450 100% British-sourced grocery products and in March Ocado launched a ‘Best of British’ section to its online store with more than 800 products including fresh fruit, vegetables, eggs, dairy and meat.
