This year as part of a local sourcing drive, the supermarket has introduced Pembrokeshire potatoes into all of its 15 stores in Wales, and launched a promotional campaign celebrating home-grown produce. All locally grown produce is now clearly labelled with the Welsh flag and actively promoted in store.
The results of a similar local sourcing trial in Scotland produced similar results for the supermarket, prompting it to roll out its local produce programme to stores in Wales, Cornwall and Cheshire. Later in the year Asda hopes to extend the scheme further by introducing local produce ranges in its stores in Kent.
Glyn Hughes, produce manager at ASDA said: "Local sourcing makes good business sense. Not only does it mean we can reduce the number of miles food has to travel before it reaches our stores, but it also enables customers to support produce grown in by their local community.
"We have seen dramatic uplifts in sales as more and more customers buy into local produce, which is great news for Welsh farmers."
Martin Cocks, managing director of Puffin Produce, Asda's sole Welsh potato supplier based in Haverfordwest Dyfed, said: "We believe that Asda's sales growth, and the relationship they have with farmers presents us with the best opportunity to develop our business and that of our growers."
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