Traditional and sustainable farming at the heart of Sainsbury's new range of West Country new-season lamb

West Country New Season lamb was launched on 16th March into Sainsbury's stores in Somerset and five other stores around the country.

A new range of cuts has been devised by processor Randall Parker Foods specially for the launch and will go on display in the store's Somerset serve-over meat counters. Randall Parker will be working closely with selected West Country producer groups that use traditional farming methods and sustainable practices to produce the best available lamb.

As soon as the lamb is available it will be processed then traditional butchery techniques will be used to produce the new cuts. Further maturation of the meat will ensure it reaches customers in peak condition.

Customers to Sainsbury's store in St. Albans got an early chance to taste the New Season lamb and to see the new cuts when a demonstration unit complete with chilled counter display, cookery area and tasting sections rolled into town on 16th March.

Free samples of the New Season Lamb were available for tasting with chefs at the ready to give cookery tips and suggest recipes. A Town Crier was on hand to ring in the new lamb.

Development work on, and trials of, the new cuts have been carried out in several

Sainsbury's West Country stores since last November.

In addition to being available in Worle (Weston Super Mare) the new season lamb is on sale in Taunton, Bridgwater, Frome, Hankridge Farm (Taunton), Street, Bodmin in Cornwall, Sherborne in Dorset, Maidenhead in Berkshire, and Finchley Road in north west London.

Key to the New Season Lamb launch are the traditional ways of farming employed to ensure a regular supply of quality lamb as soon as it becomes available. "The West Country offers one of the best environments for natural lamb production, with a climate and landscape that ensures it supplies the earliest available top quality, grass fed, new season lamb" said Randall Parker's procurement director Juliet Davies. "The climate tends to become milder much earlier in the year which makes the earth warmer. Consequently the grass grows quicker, it's more lush and nutritious."

The West Country has more grassland than any other part of the country and is known as the grassland peninsular. Professor of Food Animal Science at Bristol University, Jeff Wood, says the natural compounds from this grass, which is rich in Omega 3 fatty acids and vitamin E, helps create the distinctive taste and flavour of West Country lamb.

To ensure supplies Randall Parker has been working with the English Farming and Food Partnership to contact farmers direct or, where possible, through independent Producer Groups. Some 400 farmers in the region are working with Randall Parker to deliver the lamb to Sainsbury's.

Hefin Llwyd, who farms in Okehampton, Devon, said "the traditional use of sheep in the natural West Country environment assists nature in regenerating plants and wildlife. "Traditionally sheep are an integral part of the rural scene and help conserve the countryside. We need to convey this message and get support for the West Country farmer and the quality lamb he produces."

The managing director of Randall Parker, Jim Gaffney, said "Our top priority in this initiative has been to establish a close working relationship through the supply chain between West Country farmers, us the processor, and Sainsbury's. I'm delighted that we have been able to achieve this so successfully."

The earliest West Country lambs are produced in November with the majority born January and February. Most stay outside with their mothers for 10 to 12 weeks to reach the desired weight of 36 – 40 kilos.

After processing carcases are hung for three to five days before cutting. The cuts are further matured for a minimum of another 15 days so that the maximum tenderness and concentrated flavour of the meat is developed.

Studies by The Division of Farm Animal Science at the University of Bristol have confirmed that, although animal breed and diet are important for meat quality, of even greater importance is the method of maturing. So at Randall Parker the processed lamb is matured by 'hanging on the bone' for five days before being cut. The cuts are produced using traditional hand-butchered techniques and are further matured for another 15 days so that the maximum tenderness and concentrated flavour of the meat is developed. Professor Wood says a first stage hanging on the bone exposes the lamb to air which helps increase tenderness and flavour.

Randall Parker has devised an initial 12 cuts and products after research into the

popularity of New Season lamb. They are: Leg, Boneless Leg, Easy Carve Shoulder, Mini Shoulder, Loin Chop, French Trimmed Rack, Hind Shanks, Stewing, Neck, Liver, Boneless Loin and Crown Roast. Two of these cuts are new to the Sainsbury's counter range - the Boneless Leg, which gives joints that can be cut to any portion size and are used to produce leg steaks, chump steaks and dice; and the Mini Shoulder, a joint comprising some shoulder meat and neck fillet.

The succulence of the neck fillet gives this cut a very high eating quality. The joint is boneless and can be cut into different portion sizes. Alternatively it can be cut into medallions. The range of cuts and products offered, which are all hand-butchered, will be developed and changed through the course of the year.

To support Sainsbury's in-store butchery teams Randall Parker's own specialist butcher, Ian Winstone, has produced cutting guides and photographs of each cut. Ian will assist teams in the final preparation and display of the cuts.

The initiative is being supported by Eblex, the English Beef and Lamb Executive.