Somerfield deal for Marches co-op

By FWi staff

SUPERMARKET Somerfield has launched another regional branding scheme.

It claims the deal is worth 1.1 million to Marches Quality Meat, the co-operative livestock scheme supplying the retailer.

The co-op will supply 20 Somerfield stores in Shropshire and Herefordshire with beef and lamb when it can guarantee supplies.

A Somerfield spokesman said the co-op aimed to supply beef continuously, although a shortfall in lamb may need to be supplemented in the earlier part of the year.

The retailer already has three other regional meat branding schemes under way, including Cotswold Quality Lamb; Northumbrian Beef and Lamb; and Peak District Beef and Lamb.

Evidence suggests that the schemes are striking a chord with their customers.

“Cotswold Quality Lamb, launched last June, has seen sales increase by a sustained 40%, while the Northumbrian scheme, ongoing since November, has boosted beef and lamb sales by 20-25%,” said a spokesman.