MBL was the first retailer to adopt the initiative when it announced promises on its English strawberries in June. Since then the trading team, led by head of fresh food buying Steve Carter, has recruited 40 more suppliers to commit to promises.
This second phase of the campaign goes live on September 8, with on-pack promises across a range of products including onions and
broccoli. Also, 12 of the producers will feature on in-store posters bearing their promises.
Pledges include: “I promise my potatoes have been handled with care from farm to shelf”.
Carter said: “Some of our bigger competitors talk about support for the British grower, but I believe this campaign underlines our real commitment.”