Grocery retailer Ocado has recently launched a “Best of British” section. The selection exclusively offers items both grown and made within the UK.
Over 800 items are on offer including fresh fruit and vegetables, meat, eggs and dairy products.
The launch of the “Best of British” aisle by Ocado responds to consumer demands for more transparent sourcing and the origin of their food.
Research conducted by Ocado and Savanta, surveying over 2,000 consumers, showed a strong inclination towards supporting British agriculture, with environmental considerations and the desire to back local farmers being primary motivators.
This move follows the launch of a Best of British section on its online grocery platform by leading retailer Sainsbury’s. The section offers over 450 items, primarily fresh fruits and vegetables sourced directly from British farmers.