Next week the group will launch 28 fresh pre-packed British red meat lines under its Heritage own label, a move first indicated last September by John Sharpe, managing director of Central Distribution Trading, at the annual Nisa conference in Monte Carlo.
He had told delegates that Nisa-Today’s had the capacity to buy beef from South America, which would allow it run competitive promotions in the range (The Grocer,
September 24, p54). His declaration angered some British farmers.
But Nisa-Today’s appears to have made an about-turn, and the range will be exclusively British. Sharpe said: “Our Heritage fresh meat range is British-sourced, as British meat is by far the best in the world.
“Nisa-Today’s initially looked to source its range from South America on occasion, although the range was always going to be predominately British.”
He did not stay whether the decision was influenced by the recent outbreak of foot and mouth in Brazil, which has led to a regionalised ban on imports of beef into the EU.
The range includes fresh cuts such as minced beef and fillet steak, but also pre-prepared options such as calves liver with seasoned butter and sage, pork loin steaks with Bramley apple sauce, and lamb steaks with fresh rosemary.
The meat will be sold at prices ranging from 79p to £3.49 in controlled atmosphere packaging designed to be retail friendly. Packs feature full-colour wraparound labels to create a fresh, natural feel. All lines are available in cases of two or four to minimise wastage.
Sharpe added: “Nisa-Today’s is committed to providing only the finest quality products. The new range is a testament to this and I’m sure will prove successful.”