Supporting British growers and livestock producers is second only to corporate responsibility when it comes to consumer concerns, said Justin King, chief executive of Sainsbury's.
"Consumers say British is actually their number two issue," Mr King told an National Farm Union fringe meeting at the Conservative Party conference in Manchester.
"After how we treat our employees within our business, supporting British farmers and supporting British sourcing is their number two issue."
Consumers believed that if food could be supplied from the UK, it should be – especially when they wanted it to be safe, healthy, fresh and tasty.
Sainsbury's came under fire from farmers last year when it announced plans to drop the British Farm Standard's Red Tractor logo from its own-label food.
At the time, the retail giant insisted it remained committed to British farmers but said the reason for dropping the Red Tractor was that customers were confused by too many logos on packs.
Officials at the Red Tractor said they were deeply disappointed by Sainsbury’s move last year.
“We know that our 79,000 assured farmers will be dismayed. They work hard to produce affordable food using good standards of food safety, animal health & welfare and environmental protection.
Officials at the Red Tractor said they were deeply disappointed by Sainsbury’s move at the time.
“We know that our 79,000 assured farmers will be dismayed. They work hard to produce affordable food using good standards of food safety, animal health & welfare and environmental protection," a spokesperson told Famers Weekly in 2012.
