Ocado launches ‘Best of British’ aisle
Ocado has launched a new Best of British aisle to showcase produce from UK farmers and growers.
The online grocer said its offering is the largest of any UK supermarket, with items ranging from shiitake mushrooms and sweetcorn to steak and kefir. Exclusively featuring products that have been grown and produced locally, the aisle offers over 800 items including fresh fruit, vegetables, meat, eggs and dairy products.
Amit Chitnis, chief commercial officer at Ocado Retail, 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. So, we’re proud to have gathered a range of over 800 quality products that are British all year round in an easy-to-shop aisle on site spanning fruit, vegetables, meat, eggs and dairy.”
Suppliers include big name brands, Ocado’s Own Range and products from M&S such as Select Farms Semi Skimmed Milk, Oakham Gold Mini Chicken Breast Fillets and Select Farms Beef Mince. The aisle also includes items from challenger brands such as Jones Food Company and Tom Parker Creamery.
Alex Freudmann, managing director of M&S Food, said: “We are proud to back British farmers and work in partnership with over 8,000 M&S Select Farms in the UK to provide the best of British food in our stores and on Ocado’s Buy British aisle. We are committed to sourcing in season fruit and vegetables from British farmers as well and look to extend the season wherever possible, including offering British strawberries all year round for the first time this year.”
The move follows a campaign by Dr Luke Evans MP that gained support from more than 100 MPs.
He said: “It’s great to see the industry realising the value of my campaign for a ‘Buy British’ section online, which came after local farmers told me the best thing we can do to support them is buy British produce. Ocado has been proactive in making changes that not only support our nation’s farmers, but also make it even easier for consumers to buy homegrown produce.”
