Asda pledges support for local food

The retailer has introduced a variety of in-store signage to raise awareness of the quality and range of local products sold in its 13 Northern Ireland stores.

The Good Food is in Our Nature campaign, which was launched last month by Food Promotion NI, is designed to recognise the world-class quality of NI food. It also aims to help consumers identify local produce and products made by local producers with local ingredients. Asda has committed to support the campaign throughout its initial three-year duration, by encouraging shoppers to buy local.

Asda buyer for Northern Ireland and Scotland Mervyn Jones, explained that the newly launched in-store promotional programme was a further demonstration of the retailer's commitment to local sourcing.

"Since Asda arrived in Northern Ireland in 2005, we have sought to grow and develop our relationships with local suppliers. Since then, we have succeeded in increasing our local sourcing by over 40%. This number continues to rise and we are always interested in hearing from new suppliers."

As part of its support for the Good Food is in our Nature campaign Asda has created 20 new pieces of point-of-sale signage for display in stores, to help shoppers find local products.

Michele Shirlow, chief executive of Food Promotion NI, said: "We are delighted to have Asda's support for this important campaign. A key challenge for our agri-food sector is increasing global competition, so with 13 stores across Northern Ireland and such a wide-ranging in-store promotional programme, Asda's involvement will really help us to get the message to consumers that food grown locally is some of the best in the world."

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