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Sainsbury’s Launches ‘Best of British’ Page On Its Groceries Website

By Dayeeta Das
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Sainsbury’s Launches ‘Best of British’ Page On Its Groceries Website

UK retailer Sainsbury’s has launched a ‘Best of British’ page on its groceries website to highlight British-grown and produced products.

The page features more than 450 grocery products, including produce, meat, dairy, eggs and chilled essentials, among others.

Through this initiative, Sainsbury’s seeks to support local producers and growers by enabling customers to find and buy locally produced products easily on its website.

Simon Roberts, chief executive officer at Sainsbury’s added, “Many of our customers want to support British suppliers and make more conscious choices when doing their food shop. [...].

“We recognise the pressures that British farmers are facing and the importance of supporting them to maintain a resilient UK food system for the long term. Our relationships with farmers and suppliers are incredibly important to us and we remain committed to sourcing British as much as we can, now and in the future.”

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Local Sourcing

The retailer works with over 15,000 British farmers, sourcing £2 billion (€2.3 million) worth of produce every year.

It has also made a series of investments to help them, including £72 million (€84.3 million) of support in the last couple of years alone.

Last year, the retailer announced that it would be making an annual investment into its Dairy Development Group to support dairy farms in the future.

Dr Luke Evans, MP stated, “This is another huge step forward for my ‘Buy British’ button campaign! With Sainsbury’s launching a ‘Buy British’ section online they become the latest supermarket to support homegrown produce.

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“Sainsbury’s has taken a further step forward by placing signposting to buy homegrown produce on the homepage and in other sections on the website, such as those dedicated to dairy, fruit and vegetables.

‘Buy British’ Campaign

Aldi and Morrisons have also incorporated the ‘Buy British’ campaign on their websites.

NFU President Tom Bradshaw added, “Our own independent research shows the public wants to buy more British food from retailers, and we have been championing this issue for some time.

“The addition of the British section online by Sainsbury’s will help customers support British farmers.”

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