US retailer Weis Markets has announced the launch of its new 'Local and Proud of it' project, outlining the group's commitment to offering a wide range of locally sourced fresh produce.

The campaign will see store displays adorned with 'Local and Proud of it' signs, banners and 'first of the season' signs for fresh produce coming into season.

'For 97 years, we've purchased and sold local produce wherever we've operated stores,' said Weis Markets president and CEO David Hepfinger. 'This year, we expect to purchase 21m lbs of local produce from nearly 150 local producers and cooperatives in Pennsylvania, Maryland, New York, New Jersey and West Virginia.'

In season local produce generates 20 per cent of the group's produce sales during the local growing season, Weis Markets said, with the range of fruit and vegetables of offer including sweetcorn, green beans, peaches, apples, lettuce, watermelons, cabbage, blueberries, canteloupes, cucumbers, tomatoes, potatoes, squash and pumpkins.

'In challenging economic times, offering local produce makes even more sense due to the lower costs of bringing it to market compared with other parts of the country and the world,' Mr Hepfinger added. 'When it comes to buying local, our 'Local and Proud of it' campaign sums up what we stand for as a company.'