Following along the trend of other leading supermarkets, Sainsbury’s has introduced there very own ‘Best of British’ online section.

The move was made in a bid to promote British produce, following campaigning from farmers and MPs.

Sainsbury’s has become the largest supermarket to offer this service, alongside Morrisons and Aldi.

The online section features meat, dairy, eggs, vegetables, fruits, and fish, offering in excess of 450 items sourced from 15,000 British farmers, equating to £2bn each year.

Sainsbury’s remains the second largest supermarket following Tesco, who are yet to follow suit with the ‘Buy British’ online section.

CEO of Sainsbury’s, Simon Roberts highlighted: “Many of our customers want to support British suppliers and make more conscious choices when doing their food shop, and our new Buy British webpage helps them to do just that.

“We recognise the pressures that British farmers are facing and the importance of supporting them to maintain a resilient UK food system for the long term.”

NFU have also continued to push for increased signposting for British produce over recent years.

Newly elected NFU President Tom Bradshaw commented on the move: “I’m delighted that Sainsbury’s is also backing British farmers by adding a British section online in order to signpost shoppers to home-grown produce.

“Our own independent research shows the public want to buy more British food from retailers and we have been championing this issue for some time.

He concluded: “The addition of the British section online by Sainsbury’s will help customers support British farmers.”