Branded South Downs lamb has proved such a hit with local shoppers that it has doubled its throughput in less than a year.

Chris Clark, MD of South Downs Marketing, said that the brand was now sold in 30 butchers in Sussex, Hampshire and Surrey, and amounted to 10,000 lambs per year. He aims to increase that by 80% in two years in an extended season from May to February.

The company was set up three years ago with help from Defra.

A sister scheme to sell beef from Sussex cross cattle is also proving a success and venison could be the next meat for the brand.

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