Ocado has become the latest grocery retailer in the UK to launch a page on its website dedicated to British products.
Similar to the ones launched by Morrisons last year and more recently Sainsbury’s, Ocado Retail’s new ‘Best of British’ aisle is claimed to be the largest in the sector. It is dedicated to showcasing produce from UK farmers and includes over 800 items such as fresh fruit, vegetables, meat, eggs and dairy products.
The online grocer noted that unlike other supermarket British sections, which can include products manufactured in the UK with ingredients from around the world, Ocado’s aisle exclusively features products both grown and produced locally.
The creation of Ocado’s Best of British aisle comes amid calls from consumers for greater transparency about the provenance and sourcing of food. Food security and sustainability are simultaneously rising up the political agenda, with MPs backing initiatives advocating for supermarkets to make it easier for customers to select homegrown products as they shop.
Research among over 2,000 consumers undertaken by Ocado and Savanta reveals growing public demand for British produce. Beef, chicken and milk emerged as the products consumers are most concerned about, with over three quarters (79%) stating it is important to them that these items are British. The majority of consumers also consider it important to produce dairy items such as butter (76%), cheese (74%), cream (74%) and yoghurt (73%) in the UK. Beyond meat and dairy, consumers are keen to source their fruits and vegetables from British farmers, with almost three-quarters believing it important that fresh produce such as potatoes (72%), apples (71%) and strawberries (70%) are locally sourced.
The findings are complemented by new research of over 500 Ocado customers, with 87% of respondents considering it important to support British farmers and 80% prioritising purchasing British fresh produce. Buying British produce has become more important to over four-fifths (83%) of Ocado customers in recent years, with the most common reasons for this being a desire to support British farmers (72%) and environmental considerations (62%).
Amit Chitnis, chief commercial officer at Ocado Retail, said: “Our Best of British aisle comes in response to rising demand from our customers for more homegrown produce. Where we can, we will always try to source locally as our first choice whenever possible. So, we’re proud to have gathered a range of over 800 quality products that are British all year round in an easy-to-shop aisle on the site spanning fruit, vegetables, meat, eggs and dairy.”
Tom Bradshaw, president of the NFU, commented: “I am delighted that Ocado is backing Britain’s farmers with the launch of its ‘British Aisle’, showcasing a range of more than 800 home-grown products for online shoppers. We know from our own research that the public wants to buy more British food. This simple but effective change will enable Ocado shoppers to do just that, enjoy some of the best produce out there and support our farmers whilst they shop.”
NAM Implications:
- The key will be minimising any price-premia vs non-British products…
- …on a like-with-like quality comparison.
- Also ideally M&S should replicate the offering…
- …in order to keep in step with Ocado from their customers’ POV.
