Waitrose has announced plans to source all of its own label fresh and frozen lamb from British lamb producers within two years.
The supermarket chain already offers British lamb on its meat counters all year round. Waitrose now aims to complete the move to 100% British sourced across all fresh and frozen own label lamb by the summer of 2021. All of its fresh chicken, pork, beef, eggs and liquid milk is already sourced exclusively from the UK.
It currently sources some of its lamb from New Zealand during the winter months. Waitrose stated the move to extend its commitment to UK lamb producers was part of its focus of investing in British agriculture.
Tor Harris, Head of CSR, Health & Agriculture at Waitrose & Partners, commented: “Waitrose & Partners is renowned for its range of quality lamb products, something we over trade in comparatively to our market share. Although we are already in a great position, we are constantly looking at ways to innovate our product and are actively looking to partner with new lamb producers around Britain to ensure we continue to offer great tasting, high quality lamb all year round.”
NAM Implication:
- Time to see if ‘British only’ sourcing makes enough difference with Waitrose shoppers.
