Co-op and Waitrose join national mission to help farmers with ‘Best of British’ tabs on their websites


Supermarket chains Co-op and Waitrose have agreed to give a lift to the nation’s farmers by placing Buy British sections on their websites.

The National Farmers’ Union said their inclusion makes a half dozen retailers that are backing the cause, which adds visibility to the people who provide fresh fruits and vegetables and other products to UK consumers.

“[It is] a relatively simple change that gives consumers greater choice, supports our farmers and cuts down on unnecessary food miles,” said Conservative MP Dr Luke Evans.

NFU Deputy President David Exwood said he was pleased with their decisions, adding “we know from our own independent research that the public wants to buy more British food from retailers.”

The moves come on the heels of an open letter written by Evans (and signed by 125 cross-party MPs) to CEOs at eight top supermarkets asking to provide more transparent pipelines to food being grown in the UK and sold in stores.

Co-op Propositions Director Adele Balmforth said Co-Op’s Best of British page “will make it easier for customers to buy British and support local livelihoods. As a member-owned organisation, we know food provenance really matters to our member owners, and we continue our longstanding support for British farmers, growers and local suppliers, championing home-grown produce, protein and products,”

Meanwhile, Waitrose added a “Best of British” section on and hinted that it could be expanded if consumers demand it.

Four other retailers already have them up and running:

The NFU and its members have received support on the initiative from former Defra Secretary of State Thérèse Coffey at Back British Farming Day; the Conservative Environment; and from Prime Minister Rishi Sunak, who said, “we will continue to encourage all retailers to do all they can to showcase the incredible food produced right here, in the United Kingdom.”

Those online tabs can be a difference maker.

“We know from our own independent survey that 86% of the public want to buy more British food, but it is often tricky to determine what products are produced in the UK and this simple change would help shoppers do that,” said former NFU President Minette Batters.



The Latest from PBUK

Subscribe to PBUK!

Get regular produce industry insights, sign up for our email newsletter below.