Ocado is fourth retailer to launch ‘Buy British’ online section

Ocado has become the fourth major UK retailer to launch a “Buy British” section on its website, following an MP’s campaign urging more support for local farmers and homegrown produce.

The online retailer follows in the footsteps of Sainsbury’s, Aldi and Morrisons, which pioneered the move, urging consumers to “back British farmers and produce”.

Luke Evans, Conservative MP for Bosworth, wrote an open letter that has been signed by 125 cross-party MPs calling on supermarkets to add a “Buy British’ tab on their websites.

See also: MPs urge supermarkets to create ‘buy British’ option online

NFU president Tom Bradshaw said he was “delighted” to see more retailers getting behind Dr Evans’ campaign.

“We know from our own research that the public wants to buy more British food,” he added.

“This simple but effective change will enable Ocado shoppers to do just that, enjoy some of the best produce out there and support our farmers while they shop.”

More than 31,500 people have signed an NFU online petition calling for a “Buy British” button to be added to supermarket websites.

Pressure is mounting on other retailers, including Tesco, Lidl and Waitrose, to follow suit.

Ocado’s online British aisle includes more than 800 food items from UK farmers and growers, ranging from fresh fruit and vegetables, to meat, eggs and dairy products.

Ocado Retail chief commercial officer Amit Chitnis said: “Our Best of British aisle comes in response to rising demand from our customers for more home-grown produce.

“We will always try to source locally as our first choice whenever possible.”