The first loose new potatoes of the UK season have arrived at Sainsbury's Truro store in its Local First for Fresh campaign.

The potatoes, only slightly delayed by frost, are grown in Gulval, Penzance by the 2R's Partnership and supplied by Greenvale AP. Daily deliveries are made direct to store and will be rolled out to other stores in the area shortly.

Tesco supplier Branston is supporting new potatoes from Cornwall and Pembrokeshire with local promotions. The campaign builds on Branston's initiative to create Cornish and Welsh potato brands. Stores in Cornwall are getting Cornish new potatoes now and, following the campaign launch on May 18, they will be rolled out in the south west, with Pembrokeshire close behind.

Pembrokeshire supplies for Asda, from Fenmarc, are now in its Pembroke Dock store.