Welsh lamb and beef get pride of place at the Co-op

THE Co-op is set to serve up a double helping of Welsh lamb and beef as part of its strategy of backing homegrown produce and locally sourced food.

From May, the community retailer will stock more than 30 lines of own-branded Welsh lamb and beef in a further move to champion Welsh produce available in its more than 160 food stores across Wales.

The move represents a near doubling in the volume of Welsh meat available in its stores since the Co-op pledged its support for local producers and to source own-brand British meat and dairy products.

UK-wide, from May, the Co-op will provide only 100% fresh British bacon, lamb, beef, chicken, ham, pork, sausages and turkey, in addition to only using British meat in all its chilled ready meals, pies and sandwiches.

Simon Dryell, ranging manager for the Co-op in Wales, said: “Food provenance, quality and trust are important cues for customers and, with the Welsh brand world-renowned for its innovation, quality and traditions, we are proud to give it pride of place in our stores.

“The Co-op’s Farming Groups and its collaborative approach not only offers greater security and stability to local suppliers and producers, but plays a key part in unlocking opportunities. Backing local produce is about much more than just hanging out the bunting and, as a community retailer, we are committed to investing in our local economies.”

Wyn Evans, NFU Cymru livestock board chairman, said: “We applaud this announcement from the Co-op to increase the amount of PGI Welsh lamb and beef in its Welsh stores.

“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.”

Environment and Rural Affairs Secretary Lesley Griffiths said: “Welsh lamb and beef is at the forefront of our larder of worldclass produce and I am sure the range on offer in the Co-op’s stores will prove to be popular with customers.”