Labelled Welsh beef heading for Safeway
Labelled Welsh beef heading for Safeway
WELSH Lamb and Beef Promotions and Safeway Stores are about to sign an agreement to put labelled Welsh beef in 15 of the retailers 230 stores.
Don Thomas, WLBP managing director, is refusing to give many details of the campaign until the official launch in Cardiff today, Friday, by Welsh first minister, Rhodri Morgan. But he describes it as a solid and sustainable £3m deal involving the procurement of over 5000 cattle a year from a producer group.
While Safeway has identified Welsh lamb in the past, and marketed boxed lightweight Welsh mountain lambs, the firm has never labelled beef as Welsh, even in its stores west of Offas Dyke.
Leaders of both Welsh farming unions described the campaign as a coup for WLBP and the producers of high quality beef in Wales. *