Tesco could make over £500m from sales of regional varieties of food this year as more consumers stop purchasing big brands.
Locally-sourced items including meat, bread, apples and eggs at the supermarket have increased by 40%, reports the Times.
Commercial director for Tesco Local Willie Hamilton told the paper that this is a “fantastic opportunity” that has to be taken advantage of.
“Some 84% of our customers are saying that they would like to buy local lines,” he said.
He added that the company has a goal of generating £1bn from sales of local items by 2011.
