Asda has commited to source the vast majority of its lamb in Britain, as well as to reduce prices for the meat which the grocer hopes will increas sales, thegrocer.co.uk reports.
The retailer has guaranteed that from the middle of July that all lamb loins, boned-out-leg-of-lamb joints, and lamb half-legs will nall be bought from UK suppliers. Asda's initiative will be bolstered by promotions within its stores.
Peter Hughes, the Adsa agricultural manager, stated that the move was elicited by the fact that “a combination of reluctant sales prices, coupled with the strong pound has come together to put prime lamb prices under pressure.”
Asda itself said, “We feel it is important that we send out a strong message to UK producers that we are backing them in these difficult times.
“Asda and its suppliers are working hard through our LambLink scheme to deliver increased value back to sheep farmers and will continue to do so for the forseeable future.”
The UK's National Farmers Union has urged that the new initiative must go “hand in hand with a fair and sustainable price to farmers.”
© 2015 European Supermarket Magazine – your source for the latest retail news. Article by Peter Donnelly