Leading design consultancy P&W has created both the branding and packaging for 'localchoice' for Tesco. Localchoice milk is a new range of milk sourced from small farms local to 625 Tesco retail outlets across England and Wales. There are currently 14 country or regional variants available: Dorset, Devon, Cornwall, Somerset, Cheshire, Lancashire, Yorkshire, Cumbria, East Anglia, North East, South East, South West and Heart of England and Wales. 'Localchoice' is part of the £25m annual investment Tesco announced last month to support the British dairy industry.
In a first for a national supermarket, Tesco, in partnership with Dairy Farmers of Britain, is offering shoppers' milk which is sourced from farms in or near to their county or region. It will be available alongside standard milk, but at a slightly higher price - which means smaller local producers can make returns more in line with the proportionally higher cost of running their business.
Adrian Whitefoord co- founder of Pemberton and Whitefoord comments: "This has been a very interesting project to work on. The packs are not branded Tesco and use simple handwriting on the labels to get the message across. The usual clutter normally associated with packs of this type have been moved to the back of the pack."
Kari Daniels, Chilled Food Category Director for Tesco, comments:
"Many of our customers have told us they want us to make it easier for them to be able to buy food which is genuinely local to their area. Localchoice will provide confidence to shoppers that if they buy a local product, they are helping their local economy and local suppliers, particularly small, independent family farmers. This milk does cost a bit more than our standard milk but shoppers will know that small and family farmers in their area are directly benefiting from this extra income. In this way we are giving our customers the choice to be able to support, through their own buying decisions, the type of farming they want to sustain into the future. This new initiative is in line with what consumers tell us they want - which is to support quality local foods."
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