Asda is doubling its commitment to source local goods.
According to The Telegraph, last month the chain increased its number of local lines from 6,200 to 6,800 under a promotion called Local Week
And a keen response from customers means it will now further increase its local commitments, with a plan to have a range of 15,000 locally sourced goods by 2011.
Sales of locally sourced food and drink at Asda have generated turnover of £150 million so far this year.
The supermarket recently held a survey of shoppers that revealed they prefer to purchase locally sourced produce wherever possible, said an Asda spokesman.
The move follows on from the establishment of Asda’s local hub initiative in 2002, with 13 third-party run distribution centres across the country working directly with small local suppliers delivering to the chain.
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