Haldanes has launched a pilot project to help it source up to a third of its products from local producers.

The scheme will be run out of the new supermarket chain's store in Carterton, Oxfordshire. The company said the project would play a key role in building the company's strategy and helping it match up to its 'refreshingly local' strapline.

The Carterton store had been chosen because of its rural location and the opportunities that Haldanes would provide for local growers and producers, said chairman Arthur Harris. The supermarket group has drafted in marketing specialist and former Musgrave GB marketing director Stephanie Rice to lead the project.

Rice and her team will be concentrating initially on Carterton with a remit to assist Haldanes and, in particular, the store manager and staff to understand the needs of local customers and how it can best deliver 'best-in-class' strategies. "We are fully committed to putting the local back into the shopping experience for our customers," said Harris.

Added Rice: "The essence of what we will be doing is bringing alive the brand by creating a local personality for the store through the produce it offers and its involvement in the life of community."