The Minister for Primary Industries and Water, Bryan Green, has today launched a new initiative from Australian supermarket group Woolworths (ASX:WOW) that will benefit farmers in Southern Tasmania.

Minister Green announced at an event at Woolworths Kingston that new 'Tassie Grown' labelling will be rolled out from today at all Woolworths stores so customers can easily select local produce.

Woolworths Tasmania Area Manager Brett O'Dea said the new labels, stickers and signage would appear on shelves and products in Woolworths fresh and deli departments across the supermarket's 28 branches in the state.

"The introduction of Woolworths' 'Tassie Grown' labelling will give local farmers more visibility on the supermarket shelf and should see Woolies' customers buy even more Tasmanian produce."

Mr O'Dea said the new 'Tassie Grown' labels were steered by strong feedback from shoppers.

"Our customers have made it clear that they want more information about what fresh food is produced right here in the Tasmanian food bowl and how they can help the local agriculture industry when they shop," he said.

More than 100 lines of fruit, vegetables, meat and fish will carry the 'Tassie Grown' labels appearing on the pack itself, on the shelf for loose produce or in the deli.

"Products we source from Hobart and Southern Tasmania include apples, cherries, fresh cut pre packed salads and potatoes," he said.

Depending on the season, Tasmanian produce can make up to a third of all the fresh produce on sale in Woolworths stores in the state.

Mr O'Dea stressed that Woolworth's "Tassie Grown" initiative is not a promotion or marketing gimmick but a long-term commitment to Tasmanian farmers.