Faced with a multitude of offers and produce from all over the world across various ranges and price points, cash- and time-strapped consumers often feel bamboozled when doing their weekly shop.
Calls made by Bosworth MP Luke Evans to introduce a button which would filter out non-British produce while still giving consumers choice have received cross-party support from more than 120 MPs, and the number was growing as FG went to press this week.
Positive as it is, this is not a new idea.
It was first mooted in 2017 amid the chaos of the Brexit referendum with a view to placating those who feared a flood of foreign imports when Britain broke away from the European Union.
Back then, we did see a flood of foreign imports in the fresh produce sector, but not because of a bad trade deal, instead the cold, wet weather had limited production.
You will no doubt remember the ‘lettuce crisis' headlines.
There would surely be support from consumers - 86 per cent of whom the NFU says want to buy British - so why haven't supermarkets made what website developers highlight is a simple change?
Granted, some retailers host sections for seasonal British fruit and vegetables, while others clearly signpost 'Best of British' ranges, but a specific tab would remove all ambiguity.
It also gives reassurance to consumers that they are getting the highest quality produce with fewer food miles than the imported alternatives (see latest import data in our analysis on P12/14).
It would be a clear signal from retailers that they are committed to supporting home-grown produce while also making the shopping experience simpler and speedier for patriotic Brits.
So often we hear that supermarkets wield the most power in the supply chain. This is a good opportunity to put it to use.
And finally: Voting for the Mart's the Heart Awards closes on Wednesday (August 30). Vote for your winner on P30/31, or visit britishfarmingawards.co.uk/martstheheart
