Morrisons has chosen Suffolk sheep as the named breed of lamb it will sell on its fresh meat counters.
The news comes after The Grocer revealed in March that the retailer was set to follow up its traditional beef and pork from pigs sired by pedigree Berkshire pigs by highlighting a specific breed of lamb.
To help ensure supply, Morrisons has teamed up with the Suffolk Sheep Society to develop a pricing mechanism and encourage the breed’s use.
The supermarket had been working with Suffolk sires on its own farm for three years and so the breed was an obvious choice, said Morrisons farm operations manager Andrew Loftus. “We’re confident our customers will love it,” he said.
A pilot group of sheep farmers will initially produce 1,500 Suffolk lambs a week. The breed was chosen for its rich flavour, its texture and its commercial suitability, according to Morrisons.