Make buying British easier - support a 'Buy British' button

26 February 2024

Person pushing supermarket trolley

Do you think it’s a good idea to have a ‘Buy British’ button on supermarket online shopping sites? Add your name to show supermarkets what you think.

Sainsbury’s is the third major retailer to respond to the call for supermarkets to back Britain’s farmers by adding ‘buy British’ tabs to their websites, after Morrisons announced a new ‘British’ section to its online food store last year and Aldi launched its ‘Best of British’ section.

Simon Roberts, Chief Executive Officer at Sainsbury’s, said: “Many of our customers want to support British suppliers and make more conscious choices when doing their food shop, and our new Buy British webpage helps them to do just that through a curation of over 450 quality, 100% locally sourced products.

Our own independent research shows the public want to buy more British food from retailers and we have been championing this issue for some time.”

NFU President Tom Bradshaw

“We recognise the pressures that British farmers are facing and the importance of supporting them to maintain a resilient UK food system for the long term. Our relationships with farmers and suppliers are incredibly important to us and we remain committed to sourcing British as much as we can, now and in the future.”

Buy British button

Online grocery shopping is increasingly popular, but current labelling requirements are not as transparent online as in-store, making it more difficult for you to make the choice to buy British when shopping online.

More than 34,000 people have called for a 'Buy British' button to be added to supermarket websites to help all of us choose homegrown food when shopping online.

The filter would direct shoppers to homegrown food to help boost the economy and cut the UK’s carbon footprint.

NFU President Tom Bradshaw said it was “fantastic” to see supermarkets getting behind Dr Evans’ campaign.

“I’m delighted that Sainsbury’s is also backing British farmers by adding a British section online in order to signpost shoppers to home-grown produce,” he said.

“Our own independent research shows the public want to buy more British food from retailers and we have been championing this issue for some time.”

Dr Luke Evans, MP for Bosworth, wrote an open letter which has been signed by 121 cross-party MPs calling on supermarkets to add a 'Buy British' tab on their websites.

How you can get involved

A 'Buy British' button will enable supermarkets to highlight the best of British produce and make it easier for you to choose British when doing your online grocery shopping. 

If you agree this is a good idea, please add your name to show supermarkets that shoppers want the option to buy British food online.

Add your name

Responding to the push led by Conservative MP for Bosworth Dr Luke Evans, former NFU President Minette Batters said: “We have been asking retailers to commit to signposting British produce for a number of years, so it’s great to see MPs and their constituents getting behind the idea of a ‘buy British tab’ online.

“We know from our own independent survey that 86% of the public want to buy more British food, but it is often tricky to determine what products are produced in the UK and this simple change would help shoppers do that.”

The call to provide shoppers with easier means of identifying British produce was also featured in the NFU’s British Food: Leading the Way report in 2021.

This page was first published on 14 November 2023. It was updated on 26 February 2024.