The scheme has seen south west butcher Steve Turton take over the manning and supplying of a Sainsbury meat counter while SouthWest Seafoods took over the fish counter.
Following a trial in three stores, the retailer said it would now be rolling out the scheme to 15 selected stores across Devon, Cornwall and Somerset.
Rachael Turner, regional sourcing manager, said: “This shows how, new innovative products and initiatives can be introduced by suppliers and retailers working closely
together.”Turner said the initial trial saw sales rise 80%.
Steve Turton, who works with 120 quality producers to supply the stores, said: “This has been a real team effort to achieve something very special.”
Don Seymour, SouthWest Seafoods director, said: “This is bringing a larger selection of fresh fish in season landed and processed in Plymouth.”