Local food is the new grocery über trend and nowhere more so than in produce.

You only have to look at Whole Foods Market, the new US retailer that opened in London to a blaze of publicity this month, where local food is its USP. "Local food is fresher, it has a much better taste and higher nutritional values and its production uses up less fuel," said John Mackey, CEO of Whole Foods Market.

Whole Foods may be the newest kid on the block, but most of Britain's retailers have been trying to figure out a way of mining the potential for local foods for years, with different rates of success. This has become even more pressing with the rise of the environmental agenda now that low food miles are equated with a greener product. So how are they tackling the challenge?

Waitrose has taken a leading stance on local produce with the expansion of its regional food initiative. Originally launched in East Anglia with a limited line of specially badged local produce, it has been rolled out to another eight regions, with nearly 200 lines.

"The scheme has been expanded, with sales growing 270% in value in the past year," says Graham Cassie, brand development manager.

Tesco, Asda and Sainsbury's have seasonal products being trucked directly to stores, primarily bulk items such as potatoes and strawberries. Some 30 Sainsbury's stores take daily deliveries of potatoes harvested at 6am from local farmers. Asda runs a similar programme for stores in Kent, Cornwall and Pembrokeshire.

Several major multiples moved into organic veg boxes this year in an effort to copy the growth of schemes run by Abel & Cole and Riverford. Sainsbury's, Tesco, Ocado and M&S all launched trials - some delivered and some for collection.

Tesco has expanded its scheme from Croydon to Cambridgeshire after good sales. Most recently Asda dipped a toe in the veg box market, trialling a mix of conventional and organic produce for collection in Kent and Lincolnshire stores.

However, the drive for local produce has not been accompanied by a corresponding rise in production, especially in organics. "The organic produce market is being held back by a shortage of supply," says Soil Association technical manager Ben Raskin. "Tesco last year only managed to have British organic apples on its shelves for three days during a five-month season."

A poor harvest last summer and low prices have slowed domestic production. The area planted with fruit and veg fell 2% last year, according to Defra, and buoyant cereal prices will keep up the pressure.n