Asda joins ‘local sourcing trend’
The current trend for more locally-sourced products has gained more momentum with an announcement that its stores in Northern Ireland contain local food and produce.
An in-store campaign is being launched by the retailer to highlight the new sourcing initiative to its customers, Meatinfo.co.uk reports.
The development follows the announcement by supermarket rival Sainsbury’s that it will only sell beef from Northern Ireland. It will also process and package the meat in the province.
All 13 Asda stores in the region will be featuring the new Good Food is in Our Nature campaign, the retailer stated.
Chief executive of Food Promotion NI Michele Shirlow welcomed the announcement, stating: “Food grown locally is some of the best in the world.”
The Asda buyer for Northern Ireland and Scotland, Mervyn Jones, remarked: “We have succeeded in increasing our local sourcing by over 40 per cent. This number continues to rise and we are always interested in hearing from new suppliers.”
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