Against a backdrop of growing concerns about food security and sustainability, Ocado Retail – the world’s largest dedicated online supermarket – has launched a new Best of British aisle. Dedicated solely to showcasing produce from UK farmers and growers, the aisle offers consumers a convenient way to support farmers while enjoying the freshest, highest-quality products.
Unlike other supermarket British aisles which can include products manufactured in the UK with ingredients from around the world, Ocado’s aisle exclusively features products both grown and produced locally. Its selection is the largest of any UK supermarket, with items ranging from shiitake mushrooms and sweetcorn to steak and kefir.
In total, the aisle offers over 800 items that are British for 52 weeks of the year including fresh fruit, vegetables, meat, eggs and dairy products. Suppliers include big name brands, Ocado’s Own Range, M&S – including Select Farms Semi Skimmed Milk, Oakham Gold Mini Chicken Breast Fillets and Select Farms Beef Mince – plus unique challenger brands such as Jones Food Company and Tom Parker Creamery:
With two locations in Lincolnshire and Gloucestershire, Jones Food Company operates vertical farms using 100% renewably-sourced energy to grow crops vertically, including basil, coriander and lettuce. The new site uses some of the most advanced agricultural technology in the world, which allows the company to guarantee British produce all year round, slashing food miles and reducing dependence on imported food.
Tom Parker Creamery was founded in 1921 with the belief that ‘happy cows make the best milk’. Today, they offer an array of natural dairy products – with a focus on quality over quantity – from British pasture-fed, free range cows who are kept in the best possible conditions, with music played to them at milking time to help them feel calm and relaxed.
The creation of Ocado’s Best of British aisle comes amid calls from consumers for greater transparency about the provenance and sourcing of food. Food security and sustainability are simultaneously rising up the political agenda, with MPs backing initiatives advocating for supermarkets to make it easier for customers to select homegrown products as they shop.
Research among over 2,000 consumers undertaken by Ocado and Savanta reveals growing public demand for British produce. Beef, chicken and milk emerged as the products consumers are most concerned about, with over three quarters (79%) stating it is important to them that these items are British. The majority of consumers also consider it important to produce dairy items such as butter (76%), cheese (74%), cream (74%) and yoghurt (73%) in the UK. Beyond meat and dairy, consumers are keen to source their fruits and vegetables from British farmers, with almost three quarters believing it important that fresh produce such as potatoes (72%), apples (71%) and strawberries (70%) are locally sourced.
These findings are complemented by new research of over 500 Ocado customers, with 87% of respondents considering it important to support British farmers, and 80% prioritising purchasing British fresh produce. Buying British produce has become more important to over four fifths (83%) of Ocado customers in recent years, with the most common reasons for this being a desire to support British farmers (72%) and environmental considerations (62%).
By empowering customers to quickly and easily find produce from the UK, Ocado’s initiative contributes to efforts to enhance food security by reducing reliance on imported products and strengthening domestic supply chains. Choosing homegrown sourced goods also allows consumers to reduce their carbon footprint and support local agriculture, benefitting both the environment and communities alike.
Amit Chitnis, chief commercial officer at Ocado Retail, says: “Our Best of British aisle comes in response to rising demand from our customers for more homegrown produce. Where we can, we will always try to source locally as our first choice whenever possible. So, we’re proud to have gathered a range of over 800 quality products that are British all year round in an easy-to-shop aisle on site spanning fruit, vegetables, meat, eggs and dairy.”
Steve Barclay, Secretary of State for Environment, Food and Rural Affairs (DEFRA), said: “UK farmers produce food to exceptional standards and it is great to see supermarkets celebrating this home-grown produce and making it easier than ever for customers to back our farmers by opting for British food.”
Tom Bradshaw, president of the NFU, said:“I am delighted that Ocado is backing Britain’s farmers with the launch of its ‘British Aisle’, showcasing a range of more than 800 home-grown products for online shoppers. We know from our own research that the public wants to buy more British food. This simple but effective change will enable Ocado shoppers to do just that, enjoy some of the best produce out there and support our farmers whilst they shop.”
Dr Luke Evans MP said: “It’s great to see the industry realising the value of my campaign for a ‘Buy British’ section online, which came after local farmers told me the best thing we can do to support them is buy British produce. Ocado has been proactive in making changes that not only support our nation’s farmers, but also make it even easier for consumers to buy homegrown produce. Not only is this good for our food security but it’s good for the environment as Ocado’s customers can cut down on unnecessary food miles! I’m pleased supermarkets like Ocado have made this meaningful change and look forwarding to seeing others follow their lead.”
Alex Freudmann, MD of M&S Food, said: “We are proud to back British farmers and work in partnership with over 8,000 M&S Select Farms in the UK to provide the best of British food in our stores and on Ocado’s Buy British aisle. We are committed to sourcing in season fruit and vegetables from British farmers as well and look to extend the season wherever possible, including offering British strawberries all year round for the first time this year.”
