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Sourced Locally

Our Sourced Locally initiative was founded back in 2007 following the discovery that South American asparagus was being sold in stores mere miles away from fields full of the British crop. We took action, and after partnering with local farmers sold a staggering 33,000 bundles in the first season.

Sourced Locally has gone from strength to strength. We currently work with over 100 supplier partners who stock our stores with over 2,500 different products; from fruit and vegetables, jams and chutneys, to meats, fish, pies, fruit juices, wines and even locally produced cleaning products and charcoal.

Many of our producers deliver direct to store, which gives them the chance to introduce new seasonal products as well as ensure our customers are getting the freshest produce available. Many of our local fruit and vegetables are picked to order and are often on sale in stores on the same day.

The key to the success of Sourced Locally is our unique relationship with each of our supplier partners. We believe that whilst profit is important to every business, organisations can do well and do good. We really care about our producers. We want to make sure they are treated as equal partners and that their businesses have a sustainable future.

Sourced Locally Fortnight 2019

Find out about what happened in our 2019 Sourced Locally Fortnight

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Meet our Producer of the Year 2019

A family-run brewery has been crowned Producer of the Year 2019

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Our producers

Our Sourced Locally producers work hard all year round to bring you the highest quality products, but it’s at Christmas that they really come into their own.

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Shaping the future of British produce

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Meet our Producer of the Year 2018

The Wicks Manor farm has been part of the Howie family for three generations, with each generation growing up in the same farmhouse and passing on the strong family values of the farm.

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Our Five Ps Policy

Before a product reaches our shelves it has to meet what our local sourcing team call The Five Ps test:

  • The product must be profitable for the producer

  • The product must be profitable for us

  • The product must be the right price for the customer

  • Our producers will be paid promptly and on time

  • Our producers will receive professional support from food safety experts

Use of local ingredients

Where products are made from recipes using a variety of ingredients, we encourage our suppliers to use local ingredients and, if it’s not available locally, that they use British ingredients with as few food miles as possible.

Other products in the range use ingredients you simply cannot grow in this country, such as fruit, spices, chocolate, tea and coffee.

However, whilst the suppliers import their tea or coffee, it’s expertly blended – and in the case of coffee, roasted locally.

We carry out rigorous checks to ensure that the final product is produced and packed right here in East Anglia – in fact, we have our very own Product Standards and Safety Manager to ensure just that!

Did you know?

  • In 2019, we sold 56,145 punnets of local strawberries – in just two weeks!

  • We have 2,500 different products for you to choose from