Sainsbury’s veal range rolled out
Sainsbury’s has extended its veal range to 150 stores after a successful trial.
The RSPCA Freedom Food-accredited Taste the Difference range includes eight veal products and comes from calves from Sainsbury’s Dairy Development Group.
The male calves are reared by eight producers in a new Veal Development Group and fed on a diet of milk, water and fibre.
Farmers are paid on a cost of production model, which Sainsbury’s said rewarded outstanding animal welfare and environmental standards.
Speaking at the Sainsbury’s Farming Conference, Judith Batchelar, Sainsbury’s brand director, said veal sales had been “way beyond expectations”, possibly signaling a change of attitude from consumers.
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