The MPs say the change could be achieved “by the click of a mouse”, and a government source told the paper that ministers backed “industry-led action” to “help signpost customers to buy British where they can”.
According to the article, most major supermarkets do not yet have a dedicated tab on their online stores to direct customers to their entire British range.
NFU president Minette Batters told The Telegraph that it was “great” to see MPs get behind the “Buy British” initiative because “we have been asking retailers to commit to signposting British produce for a number of years”.
She said political and public support for the UK industry was “more important and more valued than ever”.
A Sainsbury’s spokesman said: “Our British-sourced items are referenced in several different ways, including category filters and flags on products. We are constantly adapting our website to reflect the way our customers shop online and help them find the products they are looking for.”
An Ocado spokesman said: “As an online-only retailer, we can be really agile and specific with the information we share, so when fresh produce is in season, we’ll also add ‘British’ to the product’s title on site.”
