Moves by UK grocers The Co-op and Waitrose to launch Best of British sections on their websites reaffirms their support for British farmers and appeals to shoppers looking for homegrown produce.
Focusing on British food in Olympic year is not a bad idea either as it will also tap into a UK consumer’s sense of national pride during the games.
Online grocery shopping is now ubiquitous, with only 5% of consumers reporting plans to stop this activity over the next three months. Therefore, using online as the lead communication vehicle to promote Best of British will appeal to The Co-op's existing online customer base and attract those shoppers who value sustainability.
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