Sainsbury's customers will be able to use the internet to track all own label British organic fruit and vegetables back to the farm from April.
The initiative, which also allows tracebility on a range of products from around the world, follows a six-month trial on organic potatoes. Sainsbury wants to extend it to other fresh organic areas including meat and dairy in future.
Customers will be able to enter a unique five-digit number printed on the packaging on a web site and view pictures and information about the farm where the product comes from.
Farmers taking part provide an overview of their operation including rotation cycles, reasons for organic growing or conversion, and bio-diversity on their farm.

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