The Co-operative is pushing UK production with a major in-store push featuring British growers on its fresh produce packaging.
The new packaging, which replaces the Grown By Us range and will be rolled out over the next 12 months, features a large Union Jack with photographs and comments from the British producers for The Co-operative.
A new QR code will also appear on packs of pears, potatoes, apples and onions that will link to further details.
The launch will feature promotional lines of Cox’s apples, Conference pears, Maris Piper potatoes and onions, which are also grown on The Co-operative Farms’ estates in Tillington in Herefordshire, Highland Court in Kent, Coldham in Cambridgeshire and Goole in East Yorkshire.
The Co-operative Farms, one of Britain’s largest farmers said it will play a key role in the re-brand of all its British primary produce packaging.
Four managers from The Co-operative Farms, Lucy Mason, Russell Armstrong, William Barnett and Jack Parsons will be pictured on the packaging alongside other British growers who supply produce to almost 3,000 Co-operative food stores.
Kate Jones, The Co-operative’s head of food product, policy and technology, said: “The Co-operative has a long heritage in farming and we supply significant volumes of produce from our own farms to our food stores. Research told us that our customers trust British farmers to deliver great quality produce and they value our support of UK farming.
“This bold new packaging will highlight key British produce lines when they are available in store and demonstrate our continued commitment to British farming. It will also enable our customers to support these growers and also get the freshest and highest-quality products, when they are at their best - during the traditional British seasons.”
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