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UK Supermarkets Add 'Buy British' Button After Farmers' Campaign Success

All of the UK's eight major supermarkets have now added a 'Buy British' button to their websites, making it easier for shoppers to support local farmers with just a click. This move comes as a response to a passionate campaign led by the farming industry, aimed at highlighting and prioritising British produce.



Asda, the UK's third-largest supermarket, is the latest to join this movement by introducing dedicated 'British' and 'Best of British' sections on its online store. With this addition, Asda joins other leading supermarkets including Sainsbury’s, Morrisons, Aldi, Waitrose, the Co-op, Ocado, and Tesco in making British products more visible and accessible to consumers.


The addition of these features is a significant step in helping shoppers easily identify and choose British food while shopping online, supporting local farmers and reducing the UK’s carbon footprint.


This initiative followed an open letter written by Conservative MP Dr Luke Evans to the chief executives of the eight major supermarkets, urging them to create a filter to highlight homegrown produce. The campaign, which aimed to boost the local economy and minimise environmental impact, received strong backing, with 126 cross-party MPs signing the letter.


David Exwood, Deputy President of the NFU, praised the supermarkets' response, calling it 'excellent'. He noted, "We know from our independent research that the public wants to buy more British food from retailers. Choosing to buy British is an endorsement of the great produce reared and grown by our farmers and growers, and it helps contribute towards the UK economy."


The campaign also gained widespread public support, with over 35,000 members of the public backing the push for better visibility of British produce.



A recent study by the Agriculture and Horticulture Development Board (AHDB) reveals that public positivity towards British agriculture and trust in UK farming has reached a six-year high, underscoring the success of the campaign and the growing desire to support homegrown food.


With this new feature in place, shoppers across the UK can now more easily choose British, support local farmers, and play a role in strengthening the country’s food economy. It’s a win for farmers, consumers, and the environment alike.

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