Sales of British Products Increase Dramatically Following High Profile Store Campaign
Sales of British products have increased dramatically in just five months following a high profile promotional campaign in ASDA stores across England, Scotland and Wales. The supermarket's 'Buy British' campaign, which was launched at its annual farming conference in April, has already seen 36 new British products hit the shelves and sales of British meat, dairy and produce lines increase by an average of five per cent throughout its chain of 263 stores.
Following the success of the campaign, ASDA today launched a second wave of activity aimed at increasing sales further, whilst continuing to educate customers about where their food comes from. By the end of 2003, 20 more British products will be launched in the supermarket's stores, including cheddar with ginger and whisky, Extra Special bacon loin steaks with a three-mustard glaze, and Scottish salmon with champagne.
At the launch of ASDA's 'Buy British' campaign in April the supermarket pledged to:
Launch 50 new British products in 2003 - 36 new products have been launched to date including stilton with strawberries and champagne, hot and spicy British chicken goujons, British pork steaks with Thai style butter and Extra Special Caerphilly. A further 20 new products will hit stores by the end of the year
Extend the British produce-growing season, reducing foreign imports - This year ASDA became the first UK retailer to halt imported carrots by extending the British carrot season to 52 weeks, and extended the new and salad potato season by 10 weeks
Adopt a new open, honest labelling policy - All ASDA branded beef, lamb, pork and chicken products now clearly carry the British flag and the word 'British' in the title of the product, ASDA cream products have also been relabelled. ASDA Smartprice products will be completed relabelled by the end of 2003 removing references to 'product of EU' and replacing them with the actual country of origin. ASDA Extra Special products already carry open honest labels
Invest £1.3 million in new product development, in-store promotions and new labelling
Highlight Scottish / Welsh products in all its stores in Scotland and Wales
Launch a promotional / sampling programme in all its stores - As a result sales of iceberg lettuces have increased by 53 per cent and sales of British sweet plum tomatoes have risen by 29 per cent
Roll out its local sourcing initiative - Local Ayrshire potatoes are now available in all 34 Scottish stores, local strawberries are available in 43 stores across Britain (in season). ASDA is currently searching for new suppliers for its Best of Yorkshire range.
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Dr Chris Brown, ASDA's head of agriculture said: "The success of our Buy British campaign demonstrates what can be achieved by working together. We have managed to overcome farmers' concerns about clear labelling, and we have improved the way that we promote British products in our stores. As a result we have sold considerably more home-grown produce which is great news for our farming suppliers and the industry as a whole."
President of the NFU, Sir Ben Gill said: "This campaign demonstrates that consumers will support British products if they are labelled clearly and actively promoted in store. It is now much easier for ASDA customers to identify which products are home-grown and therefore easier for them to back British farmers."
