Local sourcing buyer James Dodds said the store is taking the action to meet its customer demand. “We are working with Bank Farm in Kent and Ideal Links in Lincolnshire to provide boxes of a variety of local produce,” said Dodds. “We think it is something that our customers want but traditionally have not been able to find. We are aiming at people who go to farmers’ markets, who seek out good, local producee.”

Asda is working on price points with a view to rolling out the scheme in the two areas “in late June to August,” said Dodds. “We have just received prototypes of the boxes and are looking at doing a £5 box and £10. Some of the produce might be organic, but the idea is to provide local, best-in-season produce.”

The store is also extending its local in-store range. “Our Yorkshire range is 50 per cent up year on year and we are rolling out more Scots and Kentish produce,” said Dodds. “We are introducing new point-of-sale material and new season packaging for example on Yorkshire carrots. This is an area that we really want to grow.”

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