The Co-op and Waitrose have become the latest retailers to add a ‘Best of British’ sections to their websites.
The Co-op – a major, long term supporter of British farmers – has added the new British section on its same-day delivery website to offer a ‘convenient and easy way for their member owners and shoppers to browse and order a wide range of quality British-sourced products’.
The convenience ratailer said its new online section further demonstrate its commitment to British sourcing, aiming to champion the best British-produced foods available online, including its 100% British beef, pork and chicken ranges, fresh fruits, vegetables, eggs, milk and cheese lines.
Adele Balmforth, the retailer’s propositions director said: “As a member-owned organisation, we know food provenance really matters to our member owners, and we continue our longstanding support for British farmers, growers and local suppliers, championing home-grown produce, protein and products.
“The new Best of British pages on our online platform, make it easier and quicker for our customers to buy British, which means we support local livelihoods and give our customers what they want.”
Waitrose has also added a ‘Best of British’ section to its website, which a spokesperson said the supermarket would look to expand if it proved successful with customers.
It means that six retailers have now launched British sections, in response to campaigns from farmers and MPs. Earlier this month, Ocado Retail also launched a ‘Best of British’ range dedicated to showcase produce from UK farmers and growers, following similar initiatives from Morrisons, which was the first, Sainsbury’s and Aldi.
The welcome change has been partly driven by Conservative MP Dr Luke Evans, who wrote an open letter to the chief executives of eight major supermarkets asking for a filter which would direct shoppers to homegrown food to help boost the economy and cut the UK’s carbon footprint. The letter was was co-signed by 125 cross-party MPs, and echoed a long-standing NFU ask dating back to 2016.
Defra Secretary Steve Barclay, said: “UK farmers produce exceptional food to world-class standards. It’s great to see British supermarkets like Co-op celebrating homegrown and reared produce by making it easier for customers to back our farmers and choose British food.”
NFU Deputy President David Exwood said he was ‘pleased’ to see supermarkets getting behind Dr Evans’ campaign. “We know from our own independent research that the public wants to buy more British food from retailers,” he added.
Dr Evans said implementing a ‘Buy British’ section online is a ‘relatively simple change that gives consumers greater choice, supports our farmers and cuts down on unnecessary food miles’.
“We know from our own independent research that the public wants to buy more British food from retailers.”
“Better still, this hasn’t required any legislation; this is farmers, MPs, supermarkets and the public all working together – with government backing – to make a change,” he said.
Dr Evans added he would follow up with Tesco and Asda ‘in the hope that they follow suit soon’.