US retailer Safeway has launched a campaign that aims to “significantly increase” its focus on locally-grown produce.

The company said the initiative will draw customer attention to the company’s “wide selection” of local produce.

“Nearly a third of Safeway’s produce comes from local sources. In California, that number is even greater, roughly 45%,” said Geoff White, group VP of produce. “This new initiative will direct our customers to our extensive selection of premium-quality, locally grown produce at competitive prices.”

Safeway’s “Locally Grown” campaign will highlight partnerships with local farmers and provide local produce premier in-store placement.