New Yorkshire Best range to be launched by Asda

ASDA Takes Off Its Flat Cap To Yorkshire Suppliers and Calls For Them To Join Local Sourcing Scheme

To mark Yorkshire Day (1st August), ASDA announced its intention to launch a 'Yorkshire's Best' local choice range and is appealing for businesses in the area to come forward with local products they think shoppers would like to see sold in Yorkshire stores.

ASDA is working in partnership with the Yorkshire Regional Food Group to search out new suppliers – the range will truly be a local range with all products being selected on a store-by-store basis reflecting local customer demand.

The new range of products will be available in Yorkshire stores from early 2004, and will be in addition to the Yorkshire products already sold by ASDA which are sourced from its existing Yorkshire supply base of over 40 companies. Existing products include yoghurts from Longley Farm in Holmfirth, ice-cream from Yorvale in York and sausages from Andrew and Debbie Keeble's Manor Born Farm in Thirsk.

This is the latest phase in ASDA's local sourcing programme. ASDA has already successfully launched local ranges in Cornwall, the South-West, the Lake District, Scotland and Wales. Many local products have become the number one seller in their category, often outperforming big brand names.

Potential local suppliers need fulfil only four criteria to be considered and there is no limit on company size: -

- The product must have a barcode, something ASDA will help with;

- Technical and food safety standards must be met;

- There must be evidence of consumer demand locally, and finally;

- Suppliers must have a fax machine to receive orders.

Karen Todd, ASDA's local sourcing manager, said: "This is a great way to celebrate Yorkshire Day and be proud of what Yorkshire has to offer. ASDA began life as a small Yorkshire company and has grown in success ever since, this new range gives us the chance to work with local suppliers and grow their businesses alongside our own. If you've got a local product that people just can't get enough of then we'd love to hear from you via our friends at the Yorkshire Regional Food Group."

Commenting on the initiative, Yorkshire Regional Food Group's Kathy Merrett, said "This really is a great opportunity for small and medium sized food producers in the Yorkshire region to reach more customers and to spread the word that Yorkshire has some fantastic speciality food. Its also encouraging to see that ASDA is committed to supporting local business."