Sainsbury's is preparing to relaunch an award-winning line of Welsh lamb produced by farmers on the Dolaucothi Estate in Carmarthenshire.
The lambs are reared on National Trust land and produce the only meat in the UK to bear the National Trust logo, after the estate won the Trust's first-ever gold medal for produce.
Sainsbury's is planning to capitalise on the win by putting the medal logo on packaging and PoS material. It already sells at a premium compared to other Welsh lamb under the Taste the Difference range.
Sainsbury's lamb buyer Stuart Wright said: "It's a really good example of how we've worked with farmers to provide a special product. It goes into 25 stores in Wales, the Borders and in çentral London."
Distribution is limited because the eight farmers on the estate together produce only 250 lambs a week, Loin chops sell for £12.59/kg, compared to £10.99 for standard British lamb chops.
The lambs are reared on National Trust land and produce the only meat in the UK to bear the National Trust logo, after the estate won the Trust's first-ever gold medal for produce.
Sainsbury's is planning to capitalise on the win by putting the medal logo on packaging and PoS material. It already sells at a premium compared to other Welsh lamb under the Taste the Difference range.
Sainsbury's lamb buyer Stuart Wright said: "It's a really good example of how we've worked with farmers to provide a special product. It goes into 25 stores in Wales, the Borders and in çentral London."
Distribution is limited because the eight farmers on the estate together produce only 250 lambs a week, Loin chops sell for £12.59/kg, compared to £10.99 for standard British lamb chops.
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