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In line with the Campaign to Protect Rural England (CPRE)'s definition of 'local', local food must be produced within a 30 mile radius of the store in which it is sold.

The new 40 second ad features a Waitrose Locally Produced supplier - Moor Organic Apple Juice in Kent. The ad shows the producer preparing and transporting apple juice a short distance from his orchard to nearby Waitrose store in Ramsgate, where it is sold as part of a range of local produce.

Moor Organic Juice is just one of 250 suppliers on the Waitrose Locally Produced Initiative, which now includes over 688 products in Waitrose shops across the country.

Gillian Black, Waitrose Advertising Manager, said:

?Sourcing food from the local area and creating strong links with the community is a key differentiator for Waitrose.

?Small and independent producers are supplying our shops throughout the country, helping to form a regional identity for each Waitrose branch and reconnecting consumers with their local food and drink industries. We wanted this new ad to celebrate this point of difference, and to further raise the profile of the high quality local food in our branches.?

Shaun Spiers, CPRE's Chief Executive, said: ?We're really pleased Waitrose is making a big thing of selling locally sourced produce in its stores, and using our guidelines for what the 'local' in local foods should actually mean in terms of distances from farm gate to store.

?We think huge benefits can flow from boosting sales of local food ? for consumers, the environment, our countryside and British farming. But for that to happen, local foods have to be promoted compellingly to shoppers. The Waitrose ad is a big step in the right direction.?

The producer's journey is accompanied by Paul Weller's version of the classic Carpenter's song 'Close to You' ? further supporting the local sourcing message. It forms part of a Waitrose 'Best of British' campaign, launched this month as a celebration of British produce.