The Leeds-based chain Asda has recruited 160 multi-denominational clerics who now pay regular visits to their stores across the country to chat to both staff and customers.
While the conversation can be as innocuous as discussing the previous evening's television shows, they are also there to provide friendly support to those who want to talk about more sensitive topics, such as relationships and other personal problems.
Yesterday more than 60 clerics met at Asda's headquarters in Leeds for the company's first chaplaincy synod.
Dick Johnson, chaplain at the Bexleyheath Store, in South London where the scheme began seven years ago said: "Like all supermarkets Asda makes a huge impact on local communities.
"The Church needs to take this part of our economy seriously and chaplaincy is one way of doing that."
Rev Johnson says most of his work involves speaking to staff. The role isn't about preaching to people, rather it is about lending a listening ear if required. He says he finds it humbling that people actually want to speak to him about personal issues such as births and bereavements and says it allows him to meet people from all walks of life.
David Smith, Asda's people director, said: "I'd probably be the first to admit the last place you expect to see a chaplain is while your doing the weekly shop. However, the numbers speak for themselves, with 160 working in our stores you can see how successful the scheme is."