Tesco ‘best of British’ section online goes live

Tesco has become the latest UK retailer to launch a dedicated “Best of British” page on its groceries website to help customers support British farmers.

More than 500 British products will be available in total, including hundreds of locally produced products.

Customers will be able to shop the best quality, affordable fresh produce, including fruit and vegetables, meat, fish, eggs, and dairy products.

See also: Waitrose and Co-op next to launch ‘British-only’ sections online

They can also browse a range of recipes inspired by traditional British favourites, including a spring potato salad, and apple and berry crumble. 

Rival retailers Morrisons, Aldi, Sainsbury’s, Ocado, Waitrose and the Co-op have all launched their own dedicated Buy British sections online.

It follows a campaign launched by Conservative MP for Bosworth Luke Evans and supported by 125 cross-party parliamentarians calling on supermarkets to highlight the best of British produce by implementing Buy British sections online.

Dr Evans said: “I’m pleased to welcome Tesco to the fray. It’s great to see the UK’s largest supermarket join other major retailers in implementing an online ‘Buy British’ section which will support our farmers and give consumers greater choice.

“This is really welcome news and a step forward in supporting our nation’s food growers and producers.”

Bumper profits

The site showcases some of its longstanding partnerships with farmers and producers, including Tesco dairy farmers, Amie and Chris Lovatt, who are part of the Tesco Sustainable Dairy Group (TSDG), which guarantees all of Tesco’s fresh milk farmers a fair price for every pint of milk they produce.

On Wednesday (10 April), Tesco reported bumper sales and profits for the last year.

The supermarket chain’s pre-tax profits reached £2.3bn, up from £882m, and sales rose by 4.4% to £68.2bn in the year to 24 February.