Tesco launched a food news website on Wednesday as it seeks to shed light on its food supply chain in light of the horsemeat scandal.
The supermarket chain is one of a number of well known brands that have been engulfed by the horsemeat scandal, which has forced it to withdraw products from its shelves.
The retailer has moved to take a proactive response to the scandal, led by chief executive Philip Clarke, who has appeared on a video blog to describe measures the supermarket chain has taken in response to horsemeat being found in some of its branded products.
Tesco Food News is one such measure, a Tesco-branded website that attempts to demystify the food supply chain and includes a number of lofty pledges, such as "we'll put in place better controls" and "we'll bring food closer to home."
It also gives details about the testing of its food provenance and how many products have tested positive for horsemeat.
The site includes the video interview with Clarke, which has the headline "We are changing.” The site will be updated on an ongoing basis.
Digital agency Zone created the website.
This story originally appeared on the website of Marketing, the sister publication of PRWeek at Haymarket Media.