Since early March, Tesco stores in Lincolnshire have been selling tulips grown by Spalding-based flower producer EM Cole (Farms) wrapped in plastic wrap, bearing the company name, director James Cole's photo and a story describing the firm's history.
Tesco regional marketing manager Elizabeth Jackson said: "We have promoted local produce in Lincolnshire for some time and have now moved into promoting cut flowers, for which Lincolnshire is known. It shows we are serious about local suppliers."
Cole said: "This move is very welcome. It is a great opportunity to show that quality products can be sourced locally and give the customers the benefit of fresher flowers and longer-lasting vase life."
He added: "It is very encouraging to have the number one retailer in the UK backing British flowers."
Jackson said customer feedback had already been very positive. Tesco stores in Wales also promote locally grown daffodils. Jackson said the supermarket chain was now looking at promoting other UK flower suppliers in the same way.
EM Cole has been supplying Tesco with flowers for 18 years and grows 6.5 million stems of tulips, 1.2 million stems of scented stocks and 1.1 million stems of oriental lilies in 2ha of glasshouses.