The decision will see the supermarket chain move away from sourcing its lamb from New Zealand in the winter months in a bid to invest in British food production. It expected to complete the move by the summer of 2021.
Waitrose planned to increase the production of lamb in the UK by extending the opportunity to existing lamb producers, as well as welcoming new ones into its supply chain.
Overtrading compared to the market
Head of corporate social responsibility for health and agriculture Tor Harris said: “Waitrose & Partners is renowned for its range of quality lamb products – something we overtrade in comparative 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.”
Commenting on Waitrose’s move to source its lamb from British producers, National Farmers Union board chairman Richard Findlay said it would provide a welcome boost for the UK sheep sector at a time when our future trading relationship was uncertain.
Opportunity to buy British
“It means the public have more opportunity to buy British, locally produced lamb, reared to some of the highest and environmentally sustainable standards in the world,” he added. “We know from a recent IGD/AHDB survey that almost 70% of shoppers want to see more British food on supermarket shelves.
“Waitrose has previously been a strong supporter of the British livestock industry and this commitment, which will see additional British lamb producers join its supply chain, will help to ensure our sector has a sustainable and ambitious future.”
Meanwhile, Hybu Cig Cymru – Meat Promotion Wales (HCC) has launched a £250,000 multimedia campaign to promote the sustainability and health benefits of the country’s meat.
