U.K.-based Co-operative Food is investing £1.5 billion (US$2.3 billion) over the next three years as part of an initiative to source home-grown British produce and provide better availability of seasonal fruit and vegetables. 

Between now and 2018, the Co-operative pledges to support British farming as a result of its U.K. consumer research report 'Born and Bred'.

The retailer says the report reinforces its backing of British agriculture and details findings that 90% of shoppers are keen to ‘buy British’ in order to champion U.K. growers as well as meat, poultry and dairy farmers.

Part of the report talks about the importance of offering seasonal fruit and vegetables and ensuring seasonal produce is marketed correctly.

"Our research has revealed that 86% of customers believe that it is important to shop seasonally, and our aim is to ensure that seasonal varieties are available and at value for money price," it says.

"The Co-operative aims to develop a closer working relationship with the English Apple and Pear Marketing Board, Potato Council and the British Growers’ Association, along with some of the regional growing organisations.

"The Co-operative is seeking to ensure that customers are clearly informed about British seasonal launches, such as British apples and British tomatoes."

The Co-operative also says it will adopt a completely transparent approach to the way it markets U.K. food with annual reports detailing progress and clear labeling informing customers exactly where the produce comes from.

"Further work to develop relationships with the grower base, and cover areas such as British strawberries and tomatoes, is underway," continues the report.

"This clearly sets out our commitment to the grower base."

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