Farmers concerned over lack of lamb promotion

NFU Cymru and Welsh sheep farmers said they were concerned that some retailers are still failing to back Welsh farming and are not giving Welsh lamb prominence in their stores and not promoting it as well as they could do to customers.

The union asked retailers to give lamb 'pride of place' on their shelves, help consumers to choose by clear labelling and urged better promotion strategies.

NFU Cymru Deputy President, John Davies, a beef and sheep farmer from mid-Wales said, “I believe I speak for all livestock farmers when I say that I am bitterly disappointed to see that, at a time of year when there is an ample supply of fresh, tender and delicious new season lamb available, some retailers are failing to live up to their commitments to support us.

“This year has seen an excellent growing season for lamb, and you would think that this would be reflected on the shelves. The strength of feeling farmers have on this was shown at the Royal Welsh Show earlier this summer.”

Mr Davies continued, “We want to see our world leading PGI Welsh Lamb promoted in its peak season. We know that consumers want to buy it – so let’s see our lamb given pride of place on the shelves, with clear labelling and product placement, so consumers can easily identify our peak season product. Morrison’s has been leading the way on backing British farmers, and we applaud them for their commitment to stock 100 per cent British lamb all year round for their own-label products.”


NFU Cymru is encouraging consumers to take pictures and tweet them of retailers failing to give Welsh lamb pride of place on their shelves. Please remember to include @NFUCymru or #BackWelshFarming in your tweets and NFU Cymru will retweet.

Many retailers will openly discuss the issue on Twitter. If anyone gets a reply they should feel free to continue to ask questions regarding the promotion of Welsh lamb.