Budgens is backing British farmers. The retailer has changed its meat sourcing policy which means own label fresh meat and poultry is now 100% British.
The move is being promoted with a Budgens backs British farmers' campaign featuring PoS and running throughout all Budgens and Budgens Local stores from July 3.
The campaign will also be backed up with ads in both national and regional press as well as instore sampling.
A redesign of own label packaging is also under way for fresh meat, and all new labels are set to carry the little red tractor.