Tesco, the UK’s largest supermarket, has become the latest retailer to support the campaign backed by Danny Kruger MP which called on supermarkets to implement an online ‘Buy British’ button.
In August 2023 Danny Kruger, Member of Parliament for Devizes, and over 120 other MPs signed an open letter calling on supermarkets to highlight the very best of British produce by implementing a ‘Buy British’ section online to make it easier for people to buy homegrown produce.
The letter, written by Dr Luke Evans MP, stated ‘Our ask is simple, create a tab that collates produce from farmers,’ citing consumer choice, environmental benefits and support for farmers as reasons to make the change.
Now, Tesco has followed Morrisons, Aldi, Sainsbury’s, Ocado, Co-op and Waitrose by launching a ‘Best of British’ section online, which the retailer’s Chief Commercial Officer says “[brings] together over 500 hundred quality, affordable British products to choose from.”
Danny Kruger said: “The campaign for a ‘Buy British’ button aims to make it even easier for people to buy homegrown produce, supporting our nation’s farmers and cutting down on unnecessary food miles.
As the MP for a rural constituency I'm very conscious of the difficulties faced by the farming community, and of the wider issue of food security.
"Buying British is one commitment we can all make, to support local food providers and to reduce the impact on the climate. As well as that, we know the public wants to know more about where their food comes from and how it is produced.
"I firmly believe consumers should be encouraged to buy locally-sourced and locally-reared produce wherever possible. This simple change to a webpage will make home-grown food easily identifiable and I fully support the campaign."
Dr Luke Evans, Member of Parliament for Bosworth, said “I’m pleased to welcome Tesco to the fray. It’s great to see the UK’s largest supermarket join other major retailers in implementing an online ‘Buy British’ section which will support our farmers and give consumers greater choice.
“This is really welcome news and a step forward in supporting our nation’s food growers and producers by showcasing over 500 homegrown items, with everything from meat and vegetables to dairy products now easier to find on the ‘Best of British’ tab.”
David Exwood, NFU Deputy President, said “We know from our own independent research that the public want to buy more British food from retailers which is why it is good news to see Tesco join six other supermarkets to add a buy British section on its website.
“We have been championing this important issue since 2016 and today’s news is a fantastic result for the campaign organised by Dr Luke Evans MP. It offers shoppers a direct way to support their local farms and buy homegrown produce.”
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 hundred quality, affordable British products to choose from.”
