Campaign backed by Simon Fell MP marks fourth success as Ocado launches online ‘Best of British’ tab with 850+ items

Ocado have implemented the biggest ‘Best of British’ section for online shoppers, featuring over 850 items from British farmers and food producers, in fourth big success for the campaign supported by Simon Fell MP.

In August 2023 Simon Fell, Member of Parliament for Barrow and Furness, and 125 other cross-Party MPs signed an open letter calling on supermarkets to highlight the very best of British produce by implementing a ‘Buy British’ section online.

The letter, written by Dr Luke Evans MP, stated ‘Our ask is simple, create a tab that collates produce from farmers,’ citing consumer choice, environmental benefits and support for farmers as reasons to make the change.

The ‘Best of British’ page on Ocado.com features over 850 British-sourced grocery products from both Ocado and Marks and Spencer.

Ocado follow Morrisons, Aldi and Sainsbury’s who have all launched online sections collating British produce since Simon Fell MP signed the open letter, which has started a discussion on the nation’s food security and the environmental benefits of buying homegrown produce.

Simon Fell, Member of Parliament for Barrow and Furness, said “I’m pleased to see Ocado have launched the biggest ‘Buy British’ tab online following our calls for a dedicated section which collates homegrown produce.

“The reaction to this campaign has been overwhelmingly positive, with food producers and consumers asking why supermarkets weren’t doing it already.

“I applaud Morrisons, Aldi, Sainsbury’s and now Ocado for their leadership and trust other supermarkets will realise the importance of promoting homegrown produce and implement a ‘Buy British’ tab soon.”

Dr Luke Evans, Member of Parliament for Bosworth, said "It's great to see the industry realising the value of my campaign for a 'Buy British' section online, which came after local farmers told me the best thing we can do to support them is buy British produce.

“Ocado have been proactive in making changes that not only support our nation's farmers, but also make it even easier for consumers to buy homegrown produce. This is a huge step forward, and good for our food security but also great for the environment as Ocado’s customers can cut down on unnecessary food miles!

“I’m pleased supermarkets like Ocado have made this meaningful change and look forwarding to seeing others follow their lead.”

Amit Chitnis, Chief Commercial Officer at Ocado Retail, says “Our Best of British aisle comes in response to rising demand from our customers for more homegrown produce. Where we can, we will always try to source locally as our first choice whenever possible. So, we’re proud to have gathered a range of over 800 quality products that are British all year round in an easy-to-shop aisle on site spanning fruit, vegetables, meat, eggs and dairy.”

Steve Barclay, Secretary of State for Environment, Food and Rural Affairs, said “UK farmers produce food to exceptional standards and it is great to see supermarkets celebrating homegrown produce and making it easier than ever for customers to back our farmers by opting for British food.”

Tom Bradshaw, President of the National Farmers’ Union, said “I am delighted that Ocado is backing Britain’s farmers with the launch of its ‘British Aisle’, showcasing a range of more than 800 home-grown products for online shoppers. We know from our own research that the public wants to buy more British food. This simple but effective change will enable Ocado shoppers to do just that, enjoy some of the best produce out there and support our farmers whilst they shop.”