The Co-operative Group is launching an in-store campaign to flag up its support for the British fresh produce sector.

New packaging, featuring a large Union Jack and photographs and comments from The Co-op's fruit and veg growers, will be rolled out to stores over the next 12 months, as different types of produce come into season.

Packs of pears, apples, potatoes and onions will also carry QR codes, which shoppers can scan with smartphones to access information about products, growers and recipes.

The Co-op's head of food product, policy and technology, Kate Jones, said The Co-op had a long heritage in farming and that Co-op customers valued its support for British farming.

"This bold packaging will highlight key British produce lines, and demonstrate our continued commitment to British farming," she said.