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Asda to stock more local produce

NATIONAL supermarket chain, Asda, is strengthening its commitment to selling locally sourced Welsh produce, with the appointment of a dedicated Local Sourcing Manager for Wales – with the aim of growing its Welsh offering in its 34 stores in Wales.

The retailer has appointed Matt Trigg to bring a taste of Wales to Welsh customers, and helping stores define their Welsh offering.

Working alongside the Welsh Assembly, Matt will be sourcing new and varied Welsh products from local suppliers to sell in Asda’s Welsh stores.

Matt will also be working to put more Welsh products in Asda cafes and canteens, and working with store colleagues in promoting the store’s Welsh heritage and community.

Abergavenny-born Matt Trigg has worked at Asda for 13 years, working in seven different stores in a variety of in-store managerial roles. He will be based near Merthyr Tydfilr – and he grew up 4 miles away from there deep in the heart of the valleys in a village called Abertysswg.

In 2014, Matt arranged for many local Welsh suppliers to showcase their products in Asda’s Cardiff store-his enthusiasm and commitment to growing Asda’s Welsh presence did not go unnoticed, and was rewarded with his newly created position.

Matt commented: “I’m a proud Welshman and very excited about this new role. There is a lot more focus on increasing the local food and drink offer from the Welsh Assembly and Asda. We are all working towards the same agenda and that is to give our customers a real taste of Wales. There are so excellent suppliers and products in Wales and getting to find those hidden gems and get them into Asda is really rewarding.

“Ultimately my goal is that when you walk into an Asda store in Wales, you know that you’re in Wales from the second you walk into the shop and you get that local feeling that Asda are a true part of the community and provide huge support for local producers, while ensuring local people can buy local foods – both traditional and new.”

Jon May, local sourcing manager for England and Wales, commented: “We are committed to Wales and committed to supporting local suppliers across the country, ensuring that the local communities we serve have access to high quality local produce at low prices. Matt is a very passionate about where he is from and what he does, so he’s absolutely perfect for the role.”