Evidence that tempting consumers with locally grown produce is high on the multiple's list of priorities was reflected at the Kent Show at Detling last week, with Tesco tailoring its presence to include recruiting smaller producers.
The approach is a practical one, according to Roy Maynard, retired potato buyer and now a consultant, with the retailer establishing a network of buyers backed by a marketing expert. This is happening in six regions, with the promise of more to come.
Their role is to locate and develop relationships with growers who previously did not have sufficient volume for national distribution.
"We are now targeting these small scale suppliers with the message that they can provide crops for their local Tesco store," explained Maynard. Having attended five agricultural shows this summer he said the response had been very favourable.
And at the Broadstairs branch the concept has gone even further by linking to a potato growing project with St Nicholas at Wade school involving eight to 10 year-olds, who have been growing Desiree, Maris Piper and Maris Peer in the playground.
Seed was provided by Tesco supplier St Nicholas Court Farms during a class visit, with harvesting beginning this week - the culmination of the curriculum designed to provide a greater understanding of agriculture.
It has been supported with other tours to see commercial planting, packing and grading. At the show children gave presentations of their work on Tesco's stand, and will see the fruits of their labours om special displays which will also feature a wide range of Kentish produce as it becomes available through the year.
Meanwhile Asda, which also had a showground presence, is on course to add fresh produce to 15 regional distribution hubs which have already successfully handled local produce. So far the trial has concentrated on products like speciality sausages, ice cream and Welsh daffodils, confirmed Chris Brown, head of sustainable sourcing.
Messages on the stand included promises such as increasing local sourcing by 50 percent by the end of the year.
But perhaps the surprise of the show - at which retailers have been present for many years - was the appearance of Lidl, exhibiting for the first time. A produce display dominated its grocery lines.
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