Small meat producers are being invited to take a guest spot at their local Lloyd Maunder butchers’ shop, as part of a new initiative in which farmers sell directly to shop customers.

Lloyd Maunder, which has 14 shops across the south west, offered to feature meats from smaller producers based within 30 miles of its 14 shops on the proviso that the farmer met shoppers in store.

“Our business is based on selling local meats to local people,” said Andrew Maunder, who took over ownership of the family chain this July. “There are so many good farmers who are too small to be regular suppliers but have a fantastic product.”

Lloyd Maunder launched the initiative across the chain after piloting it with pig farmer Judith Taylor.

“We want the farmer to be there in person to talk to shoppers about how the meat is produced and hopefully have them coming back,” added Maunder.