British farming push by Aldi to raise awareness of UK produce

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Aldi, the UK’s fourth largest supermarket, has introduced a “Best of British” section on its website to help customers gain awareness for British businesses and to show their support for UK farming.

Their new dedicated webpage, accessible here, includes a wide array of available groceries, ranging through from different types of meat, to dairy products made from milk taken from British cows. Many of the items are everyday essentials, hoping to raise the public perception of the importance of supporting local produce when buying groceries.

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Users on the site can choose from 12 providers of British produce, narrowing down their search to a specific local business or area. The product descriptions for the items include information on the UK manufacturer, providing a direct link to the producers.

Across the rest of the site, all British products are also marked with a union jack label, helping distinguish them from options being imported from abroad.

© Aldi

Statistics from 2023 show that last year, over 80% of Aldi’s sales came from British suppliers. This made the supermarket the leading supplier across the market for sales of fresh UK fruit and veg.

Julie Ashfield, managing director of buying at Aldi UK, spoke on the aims behind their new initiative. “Our Best of British webpage aims to give our customers the chance to navigate British products more easily whilst supporting the thousands of local suppliers that we work with,” she said.

“We are proud to champion so many British suppliers and they are at the heart of our success, allowing us to offer our customers great British quality at the best possible prices.”

Aldi work with around 5,000 suppliers across the UK and has ranked highly for its relationships, making as the best supermarket for conducting relationships fairly and in good faith for a record 10 years in the GSCOP annual survey.

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