Supermarkets are leading the way in the fight against ageism and older people, dubbed "silver servers", are fast becoming the backbone of the industry.

Asda is the biggest employer of the over-50s and is the first supermarket to launch a policy aimed at recruiting older people.

An Asda spokeswoman said: "We employ 129,000 people and 22,000 are over 50 - 7,000 more than this time last year.

"That rise is because we launched the Goldies Campaign. We think life begins at 50 and we are very proud our stores reflect the demographics of the area."

The campaign has been a great success. Absence levels are down, service levels have gone up and staff retention rates have improved.

The spokeswoman said: "We challenge the idea they are not able to do some jobs so well as younger people.

"We have found our older colleagues are wonderful in giving advice and offering customer service and we are looking for more."

Asda has also launched Benidorm Leave, which allows staff to take three months unpaid leave with their contributions carried over and job held open.

The retail giant realised a large number of older people wished to escape to sunnier climes for the winter or needed time off to look after an elderly spouse or relative.

Asda employee Martin Hallet, 77, began working at the store in Hollingbury, Brighton, more than 12 years ago.

He said: "When I got to 65 I got all these cards of an old man reading the paper and I thought there was no way I was going to do that so I applied to do a degree at the University of Sussex and came up here to get a job.

"You meet so many people and it keeps you in touch with reality. It's a wonderful place to work.

"Asda has a range of people and ages so you get the same mix in store as there is outside - you want a bit of experience on one side and a bit of youth on the other."

Frances King-Nash, 74, who has worked at the store for 12 years, said: "I retired when I was 60.

"I was going through the checkouts one day and said to myself I could do that.

"I like to do things and I like to be busy. It keeps my brain going."

Betty Pine, 61, and her husband Tony, 63, used to run a florists before moving to Brighton and getting jobs at Asda.

Betty said: "I worked in an office for a while but I hated it because I missed chatting to customers. It's a great team to work - if you walk into this place and don't know anyone you are not alone because everyone is so friendly."

John Benham, 64, who is a optical advisor, said: "I have an engineering and automotive background. I was made redundant and no one else would have me because I was too old.

"Asda gave me a job but before that I was knocking on the door for 18 months."

Tesco in Eastbourne has more older workers than any other Tesco store in the South-East.

Of the 512 staff, 25 per cent are over 50, eight per cent higher than Tesco's national average.

Store manager Eddie McCue said: "Our older employees are hard-working, reliable and great with customers. We have a wide range of customers and it's important our workforce reflects this."

The company has more 2,000 employees over 50 in the UK and actively recruits silver servers.

A spokeswoman for Sainsbury's said: "We recognise the benefits of employing an age diverse workforce and employ people from age 15 to 96."

Tuesday September 2, 2003