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26 February 2014 | Gurjit Degun
Sainsbury’s chief Justin King has reinforced the importance of sourcing British products and said the retailer's relationship with farmers is “crucial”.
Speaking at the National Farmer’s Union annual conference in Birmingham yesterday, King explained with the recent adverse weather conditions and the economic difficulty, the retailer is committed to sourcing closer to home.
King, who is leaving the retailer in July, said: “A lot has changed, we now source more British products than ever, yet many things have remained the same such as consumer trust. Consumer trust is crucial to the success of our business and of the UK farming industry.
“Together with our farmers we have invested in where and how food is produced, and as we work towards our commitment to double the amount of British food we sell by 2020, our farming development groups and UK producers will be key to this.”
Sainsbury’s ‘What is British will stay British’ strategy focuses on selling more British food when it is in season and growing produce in Britain that would traditionally be sourced from abroad.