ASDA supports UK farmers at time of need 

We are all aware of how bad the weather has been so far this season, from whole crops devastated by floods to acres of damaged orchards from hail.

However, the crop is not lost for Kent farmers thanks to the support from IP/ASDA.

IP/Asdas’ technical managers have been visiting sites of so called ‘written off’ crops assessing the top fruit to see exactly what is salvageable. Brian Penaloza Technical manager for Asda said ‘It is criminal to see perfectly good fruit rejected due to the difficult season our suppliers/farmers have had to deal with, we will be adjusting our specification accordingly to help ease the situation and ensure a good supply of local fruit into stores’

By working with UK farmers the pressure has been eased and supply of local apples will start with Discovery in stores.  There will be a promotional road shows and tastings in-store to help publicise the British apple & pear season.

The public want to see supermarkets working with rather than against farmers an image that has often been portrayed in the past, and consumers want to buy local/British when they can.  By taking this step ASDA have gone the extra mile to support farmers in this testing time for British agriculture.