Latest news from Budgens underlines that the strategy of highlighting both regional and even more locally grown food, with particular emphasis on fresh fruit and vegetables, is having a major impact on the consumer.
The chain began to evolve this policy in November 2003, with the Hawkhurst store in Kent being the first. And since then buyer Jonathon Bayne confirms that as more special displays have been given space in branches, "sales have outsold major brands."
Currently around half of the 148 branches widely spread across the south and west of England and stretching up the Midlands and into East Anglia have followed suit.
Two more areas which will be coming on stream by the end of the year are Surrey and what is more loosely defined as the West Midlands. "We are aiming to have all branches participating within the next year," he adds.
Again the key to building the framework has been working closely with the partnership organisations set up through Defra aimed at creating opportunities between producers, retailers, and food service providers.
Taking the South East Food Group Partnership as an example, which covers Kent, Sussex, Surrey, Oxfordshire, Buckinghamshire, Hampshire and the Isle of Wight, Bayne says their help has played a vital part in the success of the project.
"We all share the same aspirations of giving producers a chance to showcase their food," he says. "SEFGP have been excellent facilitators through arranging buyers' events and helping with the selection process."
Bayne, who is also studying law, is fully aware of the lack of definition when it comes to describing local, which is why Budgens has been such a strong supporter of the regional concept. "We try to operate on the basis of counties or defined areas which is what our customers understand and value," he says.
And because of the new policy created when Budgens were taken over by Musgrave three year ago, franchising off the shops, some owner retailers have been pushing the boundaries even further.
While sourced by Budgens for the majority of their stock, they have been given latitude to expand five percent of sales as they wish.
At Sawbridgeworth, Herts, husband and wide team Paul and Cheryl Gravelle with 33 years experience in the company behind them, have concentrated on finding their own local growers using distributors Foodsmiles.
Products like bagged lettuce are already on the shelves not just giving the location and name of the grower, but adding distances from the shop as a way to indicate minimum food miles.
"Our sales have gone up 20 percent in a year," says Paul. And he is taking a leaf out of the strategies of the big battalions on the high street by getting suppliers to give in store tastings.
Next in line he plans to to develop a similar approach at his second branch further north along the M11 at Sawston, Cambs - and he looking for interested growers.
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