Asda has pledged to double the number of products on its shelves sourced from local suppliers over the next three years.
The supermarket giant plans to stock 15,000 locally-sourced products by 2011.
The news comes with Asda claiming that sales of locally-sourced products have soared by 89% this year to bring in £150m at the tills.
An Asda spokesman told the Daily Telegraph the move followed a survey of shoppers carried out by the Wal-Mart subsidiary, which found consumers wanted to buy local products as much as possible.
Earlier this year Asda took plaudits for its local sourcing of products by claiming the Consumer Initiative of the Year prize at The Grocer Gold Awards in June.