Wal-Mart’s Asda Group in the UK has launched a new ‘Buy British” campaign, featuring the tagline: “Good, Honest Value - Celebrating Home-grown Produce.”
The company said the program is designed to increase sales of British produce, meat, and dairy products, which will help its farmers and suppliers. Asda reportedly plans to launch 60 new British products this year, investing the equivalent of almost $2 million (US) in new product development, promotion, and labeling.
The company said the program is designed to increase sales of British produce, meat, and dairy products, which will help its farmers and suppliers. Asda reportedly plans to launch 60 new British products this year, investing the equivalent of almost $2 million (US) in new product development, promotion, and labeling.
- KC's View:
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Is it a coincidence that by being unreservedly pro-British, the American-owned Asda might help its bid to acquire British-owned Safeway Plc?
We think not. We admire the effort and the strategic thinking behind it. But we believe there’s certainly a connection.
