Sainsbury’s has today (Friday,, February 23) launched a ‘Best of British’ page on its groceries website with the aim of championing British grown products.

The retailer said the new page will spotlight over 450 British-sourced grocery products, including produce like meat, dairy and eggs.

Sainsbury’s announcement follows a similar one from Aldi last month, when it also launched a ‘Best of British’ section with the aim of encouraging consumers to support British businesses.

Sainsbury’s said its Best of British section will make it easier for customers to buy locally produced products and better support their local producers and growers.

Sainsbury’s chief executive, Simon Roberts, said: “Many of our customers want to support British suppliers and make more conscious choices when doing their food shop, and our new Buy British webpage helps them to do just that through a curation of over 450 quality, 100% locally sourced products.

“We recognise the pressures that British farmers are facing and the importance of supporting them to maintain a resilient UK food system for the long term.

“Our relationships with farmers and suppliers are incredibly important to us and we remain committed to sourcing British as much as we can, now and in the future.”

Homegrown produce

Dr Luke Evans MP said this announcement is another huge step forward for his Buy British button campaign.

“With Sainsbury’s launching a ‘Buy British’ section online they become the latest supermarket to support homegrown produce,” he said.

“Sainsbury’s have taken a further step forward by placing signposting to buy homegrown produce on the homepage and in other sections on the website such as those dedicated to dairy, fruit and vegetables.

“Farmers always tell me the best thing we can do to support them is to buy local, homegrown produce and the new ‘Best of British’ section on Sainsbury’s website makes it even easier for shoppers to support our farmers and cut down on unnecessary food miles.

“It’s great to see Sainsbury’s, Aldi and Morrisons all leading the way on the ‘Buy British’ button, I look forward to seeing other supermarkets follow their lead.”

President of the National Farmers Union (NFU), Tom Bradshaw, said: “It’s fantastic to see supermarkets getting behind Dr Luke Evans campaign and I’m delighted that Sainsbury’s is also backing British farmers by adding a British section online in order to signpost shoppers to home-grown produce.

“Our own independent research shows the public want to buy more British food from retailers and we have been championing this issue for some time. The addition of the British section online by Sainsbury’s will help customers support British farmers.”