Supermarket bosses are backing UK farmers and have agreed to ditch the name Brussels when talking about its home grown British sprouts.

Somerfield’s fresh produce buyer David Stokes said: “Love them or hate them sprouts are as British as the traditional Sunday roast so we can see no reason for calling them Brussels?

“We are working to strengthen our support for British farmers and growers by focusing on local sourcing for local stores. To promote this initiative we will replace all our packaging and promotional material to ensure that when you buy your sprouts you know that they are British.”

Chris Gedney, Somerfield’s largest sprout supplier, said: “We are totally committed to the British sprout and will continue to sell British while we can. This is great support for our growers and consumers will taste the difference this year as we introduce new sweeter varieties.”

Somerfield is supporting the UK’s ‘Sprouts Bite Back’ campaign to boost the popularity of the humble sprout and to promote new ways to cook and enjoy them.

Note to editors

How well do you really know your competitors?

Access the most comprehensive Company Profiles on the market, powered by GlobalData. Save hours of research. Gain competitive edge.

Company Profile – free sample

Thank you!

Your download email will arrive shortly

Not ready to buy yet? Download a free sample

We are confident about the unique quality of our Company Profiles. However, we want you to make the most beneficial decision for your business, so we offer a free sample that you can download by submitting the below form

By GlobalData
Visit our Privacy Policy for more information about our services, how we may use, process and share your personal data, including information of your rights in respect of your personal data and how you can unsubscribe from future marketing communications. Our services are intended for corporate subscribers and you warrant that the email address submitted is your corporate email address.

Somerfield’s suppliers believe that, weather permitting, they will be able to supply British sprouts all year round. Somerfield will also be selling Scottish sprouts in its Scottish stores.

The new packaging and shelf labels will be in store by January 1st.

For further information please contact Pete Williams, Somerfield press office on – 0117 935 6347.