Sainsbury's source local potatoes in fantastic initiative

Supermarkets are seeing a rise in demand for locally sourced fresh produce, as consumers become more aware of the carbon footprint impressed on the environment by food miles.

 

Sainsbury’s has joined the trend by allying itself with Greenvale AP, one the UK’s largest potato suppliers, to offer a fast and efficient track from the field to the supermarket’s shelves.

 

There is a taste for the authentic in this drive. The First for Fresh Campaign involves thirty-five of Sainsbury’s stores (compared to just 3 in 2003) receiving potatoes from local farms which are in many cases just a few miles away. The scheme will be run between early May and July this year.

 

The campaign seeks to accomplish that enviable commercial task: to satisfy consumer demand and environmental consciousness at the same time. With its promises of authenticity, speed and efficiency, the scheme looks destined for success.

 

Sainsbury’s are taking this opportunity to renew their commitment to local farmers, and thus provide the public with the healthiest options. The potatoes are consistent with the chain’s strict standards. They are protected from frost in the winter season by fleece covering, and are cared for by specifically geared irrigation and fertilising methods.

 

Greenvale AP believe in their capacity to work well with Sainsbury’s. “As one of the UK’s largest potato suppliers we have the infrastructure in place to be able to implement this kind of scheme,” says recently appointed Charlotte Manwaring, whose key responsibility at Greenvale is the Sainsbury‘s account.

 

In order to achieve the ‘first for fresh’ objective, Greenvale AP worked closely with its growers from seed planting through to harvesting.