Retailer Co-op will nearly double the volume of PGI Welsh Lamb and Beef in more than 160 of its stores in Wales.
From May this year, the retailer will stock more than 30 lines of own-branded PGI Welsh Lamb and Beef – including Welsh Beef peppered steaks; Welsh Lamb leg steaks and shoulder chops; boneless Welsh Lamb breast and Welsh Beef sirloin steak.
The move represents a near doubling in the volume of Welsh meat available in Welsh stores compared to just over 12 months ago.
On a UK-level, from May, the Co-op will provide only 100% fresh British bacon, lamb, beef, chicken, ham, pork, sausages and turkey.
In September, the Co-op signed up to the National Farmers Union's Fruit and Vegetable pledget. The pledge is designed to cultivate long-lasting relationships between retailers and growers.
It requires retailers to adhere to a number of requirements including the fair treatment of suppliers, advance planning on promotions, investing in horticultural research and a commitment to increase the amount of British fresh produce available for customers.
The Co-op also uses British meat in all its chilled ready meals, pies and sandwiches.
Appetite for home-grown produce
Wyn Evans, NFU Cymru Livestock Board Chairman, said farmer applaud this announcement from the Co-op.
“It is clear that consumers have an appetite for PGI Welsh Lamb and Beef and it is refreshing that the Co-op is listening to its customers and moving to meet this demand.
“I’d also like to commend the Co-op for committing to 100% British bacon, lamb, beef, chicken, ham, pork, sausages and turkey. This news is a welcome tonic at a time when Brexit is raising doubts about long-term access to the Single Market and there are fears about foreign meat imports.
“It is clear the Co-op clearly values the world-leading standards we produce to in Wales and across the rest of the UK, and I hope the other leading UK supermarkets can follow the excellent example set by the Co-op and commit to selling only British produce.
“This show of support will help protect our industry in these uncertain times and gives us confidence as we face the challenges ahead.”
