Sainsbury’s is stocking locally sourced potatoes from the Heart of England, delivered direct to store.

Six stores in Shropshire, Staffordshire, Oswestry and Hereford, are taking part in the scheme, organised by Greenvale AP, which will see four growers harvest their crops and deliver them within hours to the shop floor.

David Udale is supplying Telford and Shrewsbury; Richard Maddocks to Stafford and Cannock; Charlie Brown to Oswestry and Johnson’s is supplying the Hereford store.

The exercise is designed to promote the outstanding quality of locally produced potatoes and highlight Sainsbury’s commitment to taste, freshness and regional sourcing.

The growers are being supported by Heart of England Fine Foods (HEFF), who will be marketing the potatoes under its Savour the Flavour retail brand, recognised in farm shops, delicatessens and food stores across the West Midlands.

This is the third year that Sainsbury’s, Greenvale AP and Heart of England growers have collaborated in this scheme.

Debbie Coxon, trade development manager for HEFF said: “This is a prime example of a major retailer working successfully with local producers and one we at HEFF would like to see more of.

“Customer surveys show that people appreciate the opportunity to support regional suppliers, whether direct or through their supermarket, and we anticipate sales of these delicious new potatoes to be high.”

The promotion will run throughout the month, finishing the penultimate week in June.

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