Asda launched a Buy British campaign for all 259 of its stores at its annual farming conference today, held under the banner Good, Honest Value – Celebrating Home-Grown Produce.

The principal aim of the drive is to increase sales and educate consumers about where their food comes from, said Asda.

Produce plays a major role in the campaign with initiatives to reduce reliance on imports such as the extension of the new potato season by 10 weeks. Asda has been working with growers, particularly in Pembrokeshire, to enable them to supply earlier as well as its Cornish growers who had new potatoes in store this week ahead of Jersey Royals.

Other initiatives include the extension to the carrot season reported in last week's Journal, building the autumn pumpkin market with local supplies and ensuring all tulips sold in Asda stores are produced in the UK.

A programme established last year to deliver Kent strawberries directly to local stores rather than into regional distribution centres will also be rolled out further this year, putting more fruit on-shelf on the same day it is picked.

The programme will also include a new labelling policy. 'We have worked closely with growers and their representatives in the last few months to address some of their concerns about labelling and the promotion of UK produce,' said Chris Brown, Asda head of agriculture.

'By working in partnership we have been able to devise a new open and honest labelling policy that clearly highlights the country of origin. We have also pledged to promote Buy British in all our stores.'

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