Waitrose, Safeway and M&S are backing a new scheme designed to promote produce from farmers adhering to strict environmental standards.
Developed by charity LEAF (Linking Farming And Environment), the LEAF Marque could be supported instore by marking products with a LEAF logo, PoS or through merchandising, said LEAF commercial manager Jeremy Boxall.
One option is for a logo featuring the little red tractor trailing along a leaf.
Waitrose head of fruit, veg and horticultural buying John Foley said: "If a customer's first choice carries the LEAF Marque, Waitrose will certainly want to buy from LEAF producers."

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