The campaign launched by Bosworth MP, Dr Luke Evans, in August celebrates a fourth success as Ocado launches biggest ‘Best of British’ section online with over 850 items.

Since Dr Evans launched his campaign last year Morrisons, Aldi and Sainsbury’s have also implemented ‘British’ and ‘Best of British’ sections on their websites. Ocado’s decision to follow suit, is a strong indicator that there is support and demand for food from our farmers and providing consumers with the ability to determine what they buy.

The local MP wrote an open letter to supermarket Chief Executives last year which called for supermarkets with online stores to implement a ‘Buy British’ section online which collates all homegrown produce.

Dr Evans’ letter was signed by 126 cross-Party MPs, with his campaign for a ‘Buy British’ button also receiving the support of the Government and National Farmers’ Union (NFU).

The ‘Best of British’ page on Ocado.com features over 850 British-sourced grocery products from both Ocado and Marks and Spencer. The MP hopes the online section will make it “even easier for consumers to buy homegrown produce, cutting down on unnecessary food miles and supporting our farmers.”

Ocado follow Morrisons, Aldi and Sainsbury’s who have all launched online sections collating British produce following Dr Evans’ campaign, which has started a discussion on the nation’s food security and the environmental benefits of buying homegrown produce.

The campaign continues to grow its support, being highlighted in many national outlets, opening the debate on ensuring food security and the environment continue to be in the national conversation.

Dr Luke Evans, Member of Parliament for Bosworth, said "It's great to see the industry realising the value of my campaign for a 'Buy British' section online, which came after local farmers told me the best thing we can do to support them is buy British produce.

“Ocado have been proactive in making changes that not only support our nation's farmers, but also make it even easier for consumers to buy homegrown produce. This is a huge step forward, and good for our food security but also great for the environment as Ocado’s customers can cut down on unnecessary food miles!

“I’m pleased supermarkets like Ocado have made this meaningful change and look forwarding to seeing others follow their lead.”

Amit Chitnis, Chief Commercial Officer at Ocado Retail, says “Our Best of British aisle comes in response to rising demand from our customers for more homegrown produce. Where we can, we will always try to source locally as our first choice whenever possible. So, we’re proud to have gathered a range of over 800 quality products that are British all year round in an easy-to-shop aisle on site spanning fruit, vegetables, meat, eggs and dairy.”

Steve Barclay, Secretary of State for Environment, Food and Rural Affairs, said “UK farmers produce food to exceptional standards and it is great to see supermarkets celebrating homegrown produce and making it easier than ever for customers to back our farmers by opting for British food.”

Tom Bradshaw, President of the National Farmers’ Union, said “I am delighted that Ocado is backing Britain’s farmers with the launch of its ‘British Aisle’, showcasing a range of more than 800 home-grown products for online shoppers. We know from our own research that the public wants to buy more British food. This simple but effective change will enable Ocado shoppers to do just that, enjoy some of the best produce out there and support our farmers whilst they shop.”