Ocado Retail, the world’s largest dedicated online supermarket, has launched a ‘Best of British’ range dedicated to showcasing produce from UK farmers and growers.
Similar actions have been carried out by Aldi, the fourth largest supermarket, following various pushes from other shops including Sainsbury’s to promote British food and produce online.
Ocado’s online aisle exclusively features products both grown and produced locally, offering over 800 British items including fresh fruit, vegetables, meat and dairy products. Suppliers include Ocado’s Own Range, M&S, and unique challenger brands like Jones Food Company and Tom Parker Creamery.
The move comes amid calls from consumers for greater transparency about how and where food is sourced from. Food security and sustainability are rising on the political agenda, with MPs backing initiatives advocating for supermarkets to make it easier for customers to select homegrown products as they shop.
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Research carried out on 2,000 consumers by Ocado and Savanta also reveals growing demand for British produce, with beef, chicken and milk being the products consumers are most concerned about, and 79% stating it is important to them that these items are British.
The majority of consumers also thought it was important to produce dairy items in the UK, an three quarters believed it was important that fresh produce is locally sourced.
Ocado’s aims are to enhance food security by reducing reliance on imported products and getting consumers to reduce their carbon footprint and support local agriculture, benefitting both the environment and UK rural communities.
Ocado’s ‘Best of British’ aisle can be browsed here.
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.”
MP Luke Evans, who has led a campaign for ‘Buy British’ sections on supermarket websites said he launched the campaign after local farmers told him it was the best way to support them.
“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,” he said.
“Not only is this good for our food security but it’s good for the environment as Ocado’s customers can cut down on unnecessary food miles! I’m pleased supermarkets like Ocado have made this meaningful change and look forwarding to seeing others follow their lead.”
Defra Secretary Steve Barclay said: “UK farmers produce food to exceptional standards and it is great to see supermarkets celebrating this home-grown produce and making it easier than ever for customers to back our farmers by opting for British food.”
NFU president Tom Bradshaw said: “I am delighted that Ocado is backing Britain’s farmers with the launch of its ‘British Aisle’, showcasing a range of more than 800 home-grown products for online shoppers. We know from our own research that the public wants to buy more British food.
“This simple but effective change will enable Ocado shoppers to do just that, enjoy some of the best produce out there and support our farmers whilst they shop.”
