Supermarket chain Sainsbury’s has introduced a “Best of British” page on its grocery website to promote British-grown and produced items online.  

The initiative allows millions of customers to easily access and purchase more than 450 locally sourced groceries, including produce, dairy, meat, eggs and chilled essentials. 

Customers can also explore recipes that utilise British ingredients such as British Beef Wellington and a Big British Salad. 

The new online feature not only makes it simpler for customers to buy British products but also supports local producers and growers.  

The selection of products on the page will vary, reflecting seasonal availability and the range offered in local stores.  

In its physical stores, Sainsbury’s has long helped customers identify British products through labelling and packaging, with permanent signage in more than one thousand of its larger supermarkets.  

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The retailer’s commitment to British agriculture is evident in its partnerships with 15,000 British farmers, sourcing £2bn worth of produce annually.  

Sainsbury’s has invested in supporting the farmers. It has contributed £72m to do so and makes a dedicated annual investment into its Dairy Development Group. 

Sainsbury’s CEO Simon Roberts stated: “Many of our customers want to support British suppliers and make more conscious choices when doing their food shop, and our new Buy British webpage helps them to do just that through curation of over 450 quality, 100% locally sourced products.  

“We recognise the pressures that British farmers are facing and the importance of supporting them to maintain a resilient UK food system for the long term. Our relationships with farmers and suppliers are incredibly important to us and we remain committed to sourcing British as much as we can, now and in the future.” 

Last month, the retailer announced a £220m ($279m) investment in the financial year 2023 alone into reducing prices for customers, as part of a broader strategy to prioritise food sales.