Sainsbury stores in the West Midlands begin an initiative to flag up local produce next week.

Local vegetables are to be sold in 25 stores under Savour the Flavour-branded PoS.

The scheme is the result of a partnership between Sainsbury supplier Mack Multiples and local food promotional agency Heart of England Fine Foods. Products in the initiative include purple sprouting broccoli, courgettes and cauliflower.

Mark Tate, fresh produce manager for the store at Hanley in Stoke-on-Trent, said he felt the drive would work. "When they stuck a photo of the local dairy farmers and their cows on to organic milk, sales rose 25%."