Retailers rush to adopt the logo Using its "unique position as a major farmer and retailer", the Co-op has produced the first frozen peas to be registered under the new British Farm Standard logo. Produced on CWS farming estates in South Yorkshire, North Lincolnshire and Cambridgeshire, the peas, in 907g packs, went on sale in selected stores on Tuesday. Sally Chew, head of category buying, frozen, CWS, said: "As Britain's biggest farmer and a retailer with 1,100 stores, we are delighted to see quality pea production from plough to plate. "Reducing the number of different farm assurance scheme symbols which are currently found on food packaging to the single mark will enable consumers to choose farm assured food more easily and with added confidence." The symbol is also appearing on certain packs of Co-op fresh chicken and will be gradually extended to fresh beef, veg, fruit and salad. Sainsbury, meanwhile, which had been previewing the mark's arrival in its stores since Tony Blair's farm crisis summit in March, put the new logo on meat, poultry and fresh produce this week. Fresh foods director Ian Merton said: "Our customers tell us they want to support British but need an easy way to quickly identify British products instore. That's exactly what this logo can deliver. "We are conscious of the problems facing the British farming community. A logo which customers know means a product is wholly British is a very powerful way to help British agriculture." Sainsbury pledged to only use the logo on products which are "wholly British, being produced, manufactured and packed in the UK." {{NEWS }}

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