Budgens is claiming to be the first retailer to stock 100% English-only fresh meat.
The news, which will help provide a significant boost to English producers, will see only English beef, lamb and pork stocked across the retailer’s estate from April 15.
The retailer said the move, which followed its previous commitment to 100% British meat last July, makes it the only supermarket chain to be able to claim 100% English.
The announcement has also seen a complete redesign of packaging, with the new design highlighting the meat’s origin.
The launch will be supported with a major instore campaign pushing the simple message ‘100% guaranteed English, 100% guaranteed traceable’. The beef and lamb is being supplied by Kepak while pork is being provided by George Adams.
Promotional PoS material will also back up the campaign, from posters and shelf barkers to hanging cards.
Full page adverts in national press will advertise the news, along with local publicity, and a free meat recipe booklet has also been produced.
Steve Carter, Budgens’ fresh food controller, said: “Budgens is not a national chain. All our stores are in England and we are small enough to be able to guarantee 100% supply of quality English fresh meat.”
The move is also timed to tie in with the English Beef and Lamb Executive’s campaign based around St Georges Day.
EBLEX has produced 1,000 12 foot by three foot banners for farmers to display. The banners will support a promotion to urge people to tuck in to their native beef and lamb during the weekend after April 23.