Waitrose has doubled the number of stores that sell locally branded fruit and vegetable lines after sales more than tripled.
The retailer, which was awarded a Grocer Gold this week for its regional fresh produce initiative, says the products have proven such a success with customers that it is rolling them out to 68 more stores - bringing the total to 145.
"The scheme has grown, with sales increasing by 270% in the past year," said local food buyer Graham Cassie. "Rather than cannibalising existing Waitrose lines, the regional options have led to growth."
Last July, sales of East Anglian cucumbers sold so well in East Anglian shops they accounted for more than a quarter of Waitrose's national cucumber sales.
Waitrose has started selling South East and North West branded products, boosting the number of lines to more than 150 over nine different regions.