The chief executive of Morissons has said the “local” argument can be taken too far and that the supermarket giant will only source locally where appropriate.
Speaking at the English Farming and Food Partnership's annual conference in London, the supermarket’s Dutch chief executive Marc Bolland told delegates that the retailer would only stock local produce in certain circumstances.
Bolland said that, in many cases, the supermarket understood British product to represent local and that he believes many consumers are not concerned with the phenomena.
He said: “Local has a meaning but it tends to be a little less relevant for us. Local can play a role for certain lines, especially those more 'heritage' lines that have a story, but not to all lines.
“We see it as more of a national thing - for example, in Scotland we have 500 Scottish lines from 50 Scottish suppliers rather than just one.
“There is a limit to what people could actually find in being local, but I think we should start by being British and then looking more locally.
“If there are local options then we will go for it but if there is no demand from the local public, we won’t go for it.”
Bolland also said the retailer had an “absolute intention” to stock the maximum amount of British apples. Morissons currently stocks 100 per cent British carrots, broccoli, swede and cauliflowers and 90 per cent of its onions, mushrooms and potatoes are British when in season.
It also has a margin of around 30 per cent of its stock which can vary between stores depending on local produce, store size and surrounding demographics.
“We want to be honest and, if we can, get British product where possible,” Bolland added.
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