Tesco has announced its intention to boost sales of UK fresh produce with a commitment to stock only British products on aisle ends over the next 12 months.
Beginning with UK-grown sweetcorn, the retailer said the aisle-end displays will last between two to four weeks and be changed according to whatever products are in season.
In the pipeline are UK apples, peas and beans, pumpkins, rhubarb, asparagus, strawberries and courgettes.
Steve Murrells, Tesco's fresh foods commercial director, said: "This is one of many Tesco initiatives aimed at raising the profile of British produce amongst our customers.
"Positioning home-grown produce on aisle ends will not only provide a massive boost to a wide range of smaller, local producers, but also help to showcase the enormous variety and quality of British products.
"In addition, we hope that by regularly changing the products on display, we can help to communicate seasonality to our customers."
The plan has been welcomed by UK producers, Tesco claimed. Tim Bennett, president of the National Farmers' Union, said: "The NFU is delighted with Tesco's announcement. We know that aisle ends are extremely valuable trading areas and devoting them entirely to British produce represents a very clear example of Tesco's commitment to supporting British agriculture."
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