Asda has been working with regional food group Heart of England Fine Foods (HEFF) to extend its range of local food and drink, with a key focus on bakery.

The retailer is keen to extend local lines across all categories, with other priority areas outlined as dairy, prepared foods, poultry, ice cream, condiments and beverages.

Asda already stocks lines from eight HEFF producers, including Midland Pie Products, and the heart of England region has been targeted as a key area for development over the next 12 months, according to HEFF.

Last week, HEFF’s supply chain development team held a Meet the Buyer event for Asda at its head office at Shropshire Food Enterprise Centre.

Local sourcing and technical manager for emerging markets, Alison Hamlett, and local buyers Jon Hollingsworth and Terri Saunders met with 16 producers, including HEFF member The Pudding Club, to discuss potential product lines for the Spring 2012 local range.