Eight of the UK’s largest supermarkets have backed British farming by sourcing 100% of their flour, butter and eggs from domestic producers.Tesco, Sainsbury’s, Asda and Morrisons are joined by the Co-op, Waitrose, Lidl and Marks and Spencer in demonstrating their commitment to British baking by giving shoppers the choice of home-grown flour, butter and eggs to use in their baked goods.
Asda, Marks and Spencer and Morrisons are also backing British sugar beet growers by sourcing Silver Spoon granulated, caster and icing sugar in their stores.
The support for UK baking products - which comes at a time when the Great British Bake Off TV show has made cake-making more popular than ever - is the latest campaign by the NFU to get major retailers to buy more of their goods domestically.
Similar campaigns on meat, fruit and vegetables have also been backed by major food retailers.
NFU president Meurig Raymond said: “It is fantastic to see more retailers than ever committing to British farming and supporting them on the shelf-edge. British food is produced to some of the highest standards in the world and deserves to be widely available.
“We know that shoppers want to buy more British produce and the aim of our supermarket guide is to give them the information they need to do that. I’m sure the public will be delighted to know that retailers are giving them the opportunity to buy more British products by getting behind the nation’s farmers.”
Prue Leith, long-time supporter of the NFU’s Back British Farming campaign and one of the new presenters of the Great British Bake Off, has also backed the campaign, saying: “UK butter, flour and eggs are all easily available and choosing them really helps our fantastic farmers. So let’s make the effort to buy British.”
While there is strong support for backing British flour, butter and eggs, only M&S have committed to use 100% British sugar in their own brands. The NFU is also working with Aldi, which has committed to increase their British flour offering.
The NFU has produced an online supermarket guide which explains to consumers which companies are sourcing British-produced food.
Mr Raymond said: “The overall message is to buy British and the NFU’s supermarket guides aim to help provide that information. Already, six brands have signed up to the Back British Farming charter and we would like to see more do the same.
“The commitment to British food is trending upwards but there is still room for improvement by all retailers, across all sectors. The NFU is engaging with all retailers to achieve this.
“I encourage everyone to look out for the Red Tractor logo to ensure their food is produced to the highest standards and welfare, and can be traced back to a British farm.”
This story first appeared on Chronicle Live