Organic Consumers Association

Supermarket offers virtual visit to organic farms


Supermarket shoppers who buy organic fruit and vegetables can now pay a virtual visit to the farm where it was grown. Sainsbury's, which has launched the scheme, says it allows customers to trace the origin of each item of fresh produce.

All own-label fruit and vegetables from its organic range will now carry a five-digit code on the packaging. Entering the code on the Sainsbury's website brings up photographs and information about the farm where the fruit or vegetable was grown, either in the UK or overseas.

The start of the scheme follows a 10 month trial involving organic potatoes. Sainsbury's says it is looking to extend it to other organic products such as meat. Anome Oyetey, Sainsbury's organic produce buyer, said: "The scheme reinforces our commitment to organic integrity and is another way in which we are working closely with suppliers and farmers to increase consumer confidence and understanding of the organic food chain."

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