Lidl has sealed a deal with Pembrokeshire Creamery that will enable the discounter to sell milk in its stores in Wales that has been both produced and bottled locally.
Welsh milk had previously been bottled in factories in England before being transported back to Wales to be sold in stores. The move means that from 1 June, Lidl shoppers in Wales will be able to pick up ‘fully’ Welsh milk products, with cream to follow in the near future.
A long-term contract with Lidl, along with an injection from the Welsh Government, meant that Pembrokeshire Creamery was able to invest £20m to build the country’s only bottling facility certified to supply supermarkets.
Richard Bourns, Chief Commercial Officer at Lidl GB, commented: “Our partnership with Pembrokeshire Creamery is testament to our commitment to offer Welsh shoppers the very best in homegrown food and drink. At Lidl we take pride in championing local producers, and this contract marks a significant milestone for the Welsh dairy sector, whilst also supporting the local economy in Pembrokeshire.”
Mark McQuade, Managing Director at Pembrokeshire Creamery said: “We are very excited to have partnered with Lidl to supply their stores across Wales with milk from Welsh dairy cows, that has been bottled right here in Wales. The partnership will deliver products from farm to shelf in a more efficient way, removing the need for Welsh milk to be sent to England for bottling, before coming back to Wales.”
NAM Implications:
- Other things being equal…
- …an appeal to ‘nationalism’ can help sales…
- …especially where little/no competition exists.
