Sainsbury's customers are now able to trace all British organic fruit and vegetables back to the farm on which they were grown via a new website.

The initiative allows customers to log onto www.sainsburys.co.uk/organics where they can enter a unique five-digit number printed on the packaging of organic produce and view pictures and information about the farm on which they were grown. The scheme is being extended across organic fresh produce following the success of a 10-month trial on organic potatoes.

The move heralds an increased level of transparency and traceability in the organic food chain, aiming to bring consumers closer to farmers and growers.

Sainsbury's organic produce buyer Anome Oyetey said: 'The scheme reinforces Sainsbury's commitment to organic integrity and is another way in which we are working closely with suppliers and farmer to increase consumer confidence and understanding of the organic food chain, while ensuring transparency.

Geoffrey Reynolds, who owns a farm near Penzance in Cornwall, said: 'I welcome the new scheme as a way of bridging the divide between farmers, retailers and consumers.' The scheme includes all Sainsbury's own-label UK organic fruit and vegetables and a wide range from around the world.

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