New logo for Co-op’s Welsh lamb

CO-OP RETAIL outlets throughout England and Wales have signed a deal to use a new brand logo on lamb sourced in Wales.

The Hybu Cig Cymru (Meat Promotion Wales) emblem will appear on packs and point of sale displays in 200 stores.

It will help customers identify lamb and lamb products produced and processed west of Offa‘s Dyke

“It is a further and very important breakthrough for our plans to widely promote HCC‘s quality brand,” said Stuart Pope, the organisation‘s marketing manager.

“The news is a big fillip for producers, and a big boost for HCC‘s long term strategy to clearly identify, differentiate and add value to our quality red meat products.”

He added that he was confident that other major retailers would also adopt the logo, and talks were already underway with a number of supermarkets.

Anna Fradgeley, Co-op Retail Services‘ category marketing manager said the move, which will begin on October, was part of a plan to raise customer awareness of local products.

This included a re-launch of the company‘s entire Welsh lamb range, which had always been important in stores in Wales and border counties.

Farming union spokesmen applauded the development negotiated by HCC, which is funded by statutory levies paid by producers and Welsh assembly funding.