A multiple retailer is offering farmers and growers the chance to sell their produce locally in its stores.
Waitrose has launched the Local Fresh Produce initiative, which gives consumers the chance to pick up fruit and veg grown by nearby producers in their local branch.
The scheme is initially being trialled in five stores, at Cirencester, Cheltenham, Monmouth, Stroud and Tonbridge, with Wolverhampton and Hall Green to follow. If it is successful it will be rolled out nationally.
The move means consumers will be able to pick up everything from Savoy cabbage to strawberries and conference pears from boxes in the stores’ fresh produce aisles.
Graham Cassie, regional food buyer, said: “Customers demands and awareness of regional and seasonal foods is on the increase. This initiative aims to meet that demand and give them the chance to buy local produce and support local farmers.”
The retailer has already run a national Small Producers Award scheme, but it said this was the first time is has focused specifically on fresh produce.
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