Asda is to trial a revamped local sourcing format in store after it became the first retailer to take on ambitious local food targets outlined in a new report.

Improved merchandising and better promoted local food will be trialled in a small number of stores in January with the intention of inspiring consumers, according to John Geldard, co-author of the Supplying Local Food to Mainstream report and chairman of the steering group implementing its recommendations.

A staff member will be dedicated to managing the products and merchandising in-store during the trial, which will be rolled out to further stores if successful.Asda is the first retailer to respond to the report, which said supermarkets needed to do more to invigorate the category on shelf.

Sales of local food have the potential to surpass £15bn within a decade if supermarkets and suppliers work together to promote it, the report claimed.