A Ladner greenhouse is participating in an initiative that's helping change the way shoppers think about produce sold in supermarkets.

Windset Farms has seen firsthand the positive feedback of the Grown Close to Home program launched a couple of years ago by Loblaw, the grocery chain that's attempting to bring the spirit of a farmer's market to its stores.

The summer campaign puts local growers front and centre, providing a much wider variety of fresh B.C. grown produce, in some instances within 24 hours of harvest.

The emphasis is to put the spotlight on freshness and the quality of local produce during growing season, said John Newell, chief operating officer of Windset Farms.

"I definitely would say educating consumers and promoting B.C. products has led to consumers buying and looking for B.C. products versus other countries," said Newell.

Showing some of the newest varieties of peppers, cucumbers and tomatoes his family operation has begun growing, Newell was recently interviewed at his Ladner greenhouse with Mike Venton, senior vice-president of produce with Loblaw Companies Ltd.

Noting customers are seeking sweeter and tastier items, Newell said shoppers have become more discerning, seeking the best taste and quality for their dollar rather than just quantity.

The marketing campaign includes using such devices as chalkboards in stores highlighting what products are fresh in the store and from what local farm. Advertisements, meantime, highlight the local growers who are supplying the produce.

Newell said the reputation of supermarket produce is rightfully improving.

Other food chains also have programs in one form or another letting shoppers know what products are grown locally.

Kin's Farm Market, for example, lists B.C. grown produce right on the price tags, said company marketing associate Raju Sandhu.

Meanwhile, Canada Safeway says an increasing number of its customers are realizing the benefits of eating and buying locally. According to the company's website, with over 1,000 local vendor partners throughout the U.S. and Canada, roughly 30 per cent of the produce sold by Safeway annually is local.

Save-On Foods says it's known for its commitment to local communities and support of local growers, suppliers and producers. The grocery chain says it carries more than 300 varieties of produce from family-operated farms in B.C. and Alberta.

At a Delta Chamber of Commerce meeting earlier this year, a panel stated a "buy local" trend for produce means good value for customers and big business for local farmers.

One of the panelists was Andy Carter, general manager of Thrifty Foods in Tsawwassen, who said the success of his store is founded on good relationships with local growers and suppliers.

Noting his store is also working on a campaign, Blair Beaton, produce manager for Budget Foods in Ladner, said a large amount of its produce comes directly from Delta farms.