The Co-op is to help promote British farmers by bringing in new printed labels for its fresh produce, it has been revealed.
It is to roll out its Grown By Us range over the next 12 months, which will include Cox's apples, onions and Maris Piper potatoes.
As well as pictures of what is being sold, there will also be photographs of the farmers who supplied it and comments from them on the packaging.
Quick response codes will be used to provide even more engagement, with recipes available for shoppers who scan them.
The Co-op's Christine Tacon said: "Research told us that our customers trust British farmers to deliver great quality produce and they value our support of UK farming."
In order to promote the range even further, the supermarket could consider adding booklet labels to its packs featuring money-off coupons for further purchases and also competitions, as the manufacturer of a line of notebooks did recently.
Denny Bros Ltd, 21 October 2011
