The Co-operative is championing British farming with a major in-store push featuring British growers on its fresh produce packaging.
The new packaging, featuring a large Union Jack, photographs and comments from the British farmers who grow the fruit and vegetables for The Co-operative, will be rolled out over the next 12 months in line with the British season for each crop.
As the UK’s only supermarket to also run a major farming business, The Co-operative is backing British growers in a bid to emphasise the freshness of its fruit and veg, and the care taken to get British products to its stores.
The Co-operative Farms, one of Britain’s largest farmers, which has farmed the land for more than 100 years, will play a key role in the rebrand of all its British primary produce packaging.
Four managers from The Co-operative Farms, Lucy Mason, Russell Armstrong, William Barnett and Jack Parsons will be pictured on the packaging alongside other British growers who supply produce to almost 3,000 Co-operative food stores.
Kate Jones, The Co-operative’s Head of Food Product, Policy and Technology, said:
“The Co-operative has a long heritage in farming and we supply significant volumes of produce from our own farms to our food stores.
“Research told us that our customers trust British farmers to deliver great quality produce and they value our support of UK farming.
“This bold new packaging will highlight key British produce lines when they are available in store and demonstrate our continued commitment to British farming.
“It will also enable our customers to support these growers and also get the freshest and highest-quality products, when they are at their best – during the traditional British seasons.”
The launch will feature promotional lines of Cox’s apples, Conference pears, Maris Piper potatoes and onions, which are also grown on The Co-operative Farms’ estates in Tillington in Herefordshire, Highland Court in Kent, Coldham in Cambridgeshire and Goole in East Yorkshire.
A new QR (Quick Response) code will also appear on packs of pears, potatoes, apples and onions that will link to a website with more details on the product, the growers and recipes.