UK supermarket Tesco has become the seventh retailer to launch a ‘Best of British’ page on its website, which it says will help customers support British farmers.

Tesco joins six other retailers, including Sainsbury’s, Morrisons and Aldi, in offering a dedicated ‘Best of British’ page on its website. More than 500 products will be available on the web page, including locally produced products.

Ashwin Prasad, Tesco’s chief commercial officer, 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 quality, affordable British products to choose from.”

Retailers declare support for British farmers

Other retailers offering a dedicated British produce section have announced their support for British farmers, with Sainsbury’s CEO Simon Roberts stating: “Many of our customers want to support British suppliers and make more conscious choices when doing their food shop, and our new Buy British webpage helps them to do just that through a curation of over 450 quality, 100% locally sourced products.

“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.”

Julie Ashfield, managing director of buying at Aldi UK, said: “Our Best of British webpage aims to give our customers the chance to navigate British products more easily whilst supporting the thousands of local suppliers that we work with.”