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Ocado Joins in Showcasing Best of British

Ocado has unveiled an exclusive "Best of British" section. This initiative, already embraced by other leading supermarkets, is dedicated to promoting the UK's agricultural output, providing a platform for consumers to easily access and support local farmers and producers.

Unlike other supermarkets however, which sometimes include UK-manufactured goods made with international ingredients in their British sections, Ocado's offering is strictly composed of items both grown and made within the UK.

Their offering spans a diverse range of products from shiitake mushrooms and sweetcorn to steak and kefir, encompassing over 800 items that remain British throughout the year, including fresh fruit, vegetables, meat, eggs, and dairy products.

Featured suppliers range from well-known brands and Ocado's Own Range to M&S, alongside innovative challenger brands like Jones Food Company and Tom Parker Creamery.

Jones Food Company, with facilities in Lincolnshire and Gloucestershire, pioneers in vertical farming using entirely renewable energy, ensures year-round availability of British produce like basil, coriander, and lettuce, significantly cutting food miles and lessening the UK's reliance on imports.

The launch of the "Best of British" aisle by Ocado responds to consumer demands for more transparent sourcing and the origin of their food, amid a political climate increasingly focused on food sustainability and security.

Research conducted by Ocado and Savanta, surveying over 2,000 consumers, reveals a strong inclination towards supporting British agriculture, with environmental considerations and the desire to back local farmers being primary motivators.

Amit Chitnis, Ocado Retail's Chief Commercial Officer, expressed pride in the initiative, emphasising Ocado's commitment to prioritising local sourcing.

The sentiment is echoed by Steve Barclay, Secretary of State for Environment, Food and Rural Affairs, and Tom Bradshaw, President of the NFU, both applauding Ocado's efforts to promote British farming. Dr Luke Evans MP and Alex Freudmann, MD of M&S Food, also commend Ocado for facilitating consumer access to homegrown produce, thereby supporting national agriculture and reducing environmental impact.


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