The society, which has more than 200 stores across Norfolk, Suffolk and Essex, has been using shelf barkers to highlight food miles for some time but is now broadening its in-store marketing so all local foods are flagged up under the banner Sourced Locally.
It is also talking to local suppliers with a view to extending the number it works with from the current 95.
"When we say local, we mean local," said local sourcing manager Kevin Warden. "We put products into the store closest to the producer and this is often just a few miles, or in some cases a few yards, from our stores and where possible no more than a 30-mile radius. When fresh produce is available it can be picked, packed and in a shopping basket within a few hours."