Budgens has responded to heightened consumer demand for provenance by ensuring that all of its fresh SuperValu meats and poultry are now 100% British and Red Tractor approved.

“SuperValu fresh beef has always been 100% British but it is right that we extend this policy across all meat lines to ensure retailers can meet the ever changing needs and expectations of today’s consumer,” Budgens managing director Donal Horgan said.

“With customers wanting British meat from an efficient and trusted supply chain, investment in British meat and poultry is of significant importance but we have ensured that margins for retailers and prices for shoppers will not be impacted by the move.”

Stocking high quality fresh meat, poultry and produce was key to driving footfall Budgens Retailer Dominic Yarnold of Trinity Mead and Cawston Grange said. “The timeliness of this move by Budgens keeps us ahead of the market,” he added.

Budgens is planning to support the new 100% British products with a multi-channel local marketing campaign incorporating advertising and in-store theatre, with sampling and POS, social media activity and local PR.