This week 95 Wal-Mart stores in Germany will begin stocking fresh Welsh lamb as part of pilot scheme aimed at testing the market. Asda, Welsh Country Foods’ strategic lamb partner in the UK, helped facilitate negotiations with Wal-Mart Germany.
Fresh Welsh lamb will now start appearing on supermarket shelves in Germany with a target of 900 tonnes per year.
“This is a highly significant development for Welsh livestock farmers and the wider UK farming community,” said Welsh Country’s sales and marketing director, Elwyn Pugh. “We hope this trial will open up further opportunities for others in the UK to enter the German market.
“By starting the ball rolling with Welsh lamb, Asda, Wal-Mart and Welsh Country Foods could help lead the UK meat industry back into a market dormant since the dark days of the 90s.”
Brian Haigh, Asda’s general manager for fresh meat and poultry, who facilitated negotiations for the trial said: “The last few years have been incredibly tough for the British sheep farming industry, so this move is a welcome step forward. It also demonstrates our commitment to developing British agriculture for our farming partners both here and abroad.”
Welsh Country Foods is a member company of Grampian Country Food Group.