A deli owner says supermarket chains will never be able to offer as many locally produced products as small businesses such as his.

Terry Cottingham, who runs the Village Subway Deli, in Old London Road, Patcham, has signed up to the Be Local Buy Local campaign, set up by Brighton and Hove City Council and The Argus to support the city’s businesses.

Its aim is to promote awareness of the importance of supporting small retailers and is urging residents to spend at least half their shopping money with local firms and organisations.

Mr Cottingham, 56, who runs the deli with his son Christopher, 20, said: “When I read about the campaign, I thought it was something that was true to our ethos.

It is vital for companies to support each other and customers must realise there is a difference between us and big companies who purport to be local.”

Among the local produce Mr Cottingham sells are chutney and jams from Paynes Southdown Bee Farm in Hassocks, traditional still lemonade from Gransteads in Portslade, cheese from The Cheese Man in Portslade, sauces from the Relish In Spice Co in Arundel and extra virgin rapeseed oil from Sussex Gold in Partridge Green.

He said: “Regardless of what they say, the big supermarkets never buy bread or many other things from local suppliers but instead have a network of large warehouses.”

City councillor Ted Kemble, cabinet member for enterprise, employment and major projects, said: “I am delighted with the response to our campaign.

But it is crucial that even more local enterprises use the Be Local Buy Local initiative to support the local economy.”