Somerfields radical move on local produce

By FWi staff

A RADICAL new scheme to purchase regional produce has been unveiled by the Somerfield supermarket group.

This week Cotswold Quality Lamb is due to replace existing supplies of fresh lamb in the chiller cabinets of more than 50 stores across the region.

Following an approach by the Cotswold Sheep Group, the retailer has pledged to buy about 350 to 400 lambs a week, rising to a target of 1000-1500 when promotions are underway.

Farmer Paul Froehlich sees the development as a breakthrough in working with supermarkets: “We have nothing to lose, we simply have to make a go of it, and hope it comes good.”

In Northumberland, Somerfield is to sell regionally produced beef in 20 stores in a deal involving Glendale Beef Producers and Northern Counties Meat Group.

This is planned to start operating in August.

“Our customers are looking for locally produced meat, with a regional brand.

“We can provide traceability and assurance, and we plan to roll out wherever we can,” said a spokesman for the retailer.

“It means we can offer farmers an assured market, put money back into the local economy, and there are welfare benefits in that livestock are not being transported long distances prior to slaughter,”

Initially, the schemes will not offer a premium. But dedicated shelf space is being set aside and, if the market develops, prices will increase.

The move is part of Somerfields commitment to put over 1000 locally produced lines into its stores.

The supermarket has set up similar schemes for Welsh lamb and says farmers supplying the store are now receiving 20p/kg premium for their product because of demand.