Tesco is flagging up its local and regional products in store.

New PoS, branded with the slogan 'enjoy the taste of...', will tell customers where the product was made and feature information about its producer.

The retailer stocks 4,000 local lines and has set a target of selling £1bn of local and regional food by 2011.

"Customers may be surprised to find out how many of the groceries in their basket are made just up the road," said Jo Wren, Tesco regional marketing manager. "We recognise the importance of buying locally to ensure freshness and quality and we're proud to work together with local communities and regional suppliers."

To help make products from local producers easily identifiable by customers and encourage them to support their local suppliers, shelf-edge labels will show a map of the county, the location of the supplier and also the regional flag. The labels will also give details of the family farms that supply Tesco.

The new campaign is being rolled out after a survey found 90% of Tesco customers were unaware of its commitment to local food before seeing the PoS, while 52% said the PoS would influence them to shop at Tesco.

The market for locally sourced produce is £5bn, three times that of organic, with 84% of people saying they would buy more local food if it was in supermarkets, according to Mintel.