Waitrose to offer 100% British lamb

British supermarket chain Waitrose has announced that all the fresh and frozen lamb retailed in its stores will be sourced from British producers.

Waitrose & Partners Health and Agriculture CSR head Tor Harris said: “We have always offered British Lamb on our service counters all year round and we are delighted to be able to extend that strategy to the pre-pack lamb assortment.

“Waitrose & Partners is renowned for its range of quality lamb products, something we over trade in comparison to our market share.

“Although we are already in a great position, we are constantly looking at ways to innovate our product and are actively looking to partner with new lamb producers around Britain to ensure we continue to offer great-tasting, high-quality lamb all year round.”

Waitrose previously sourced its lamb from New Zealand during the winter months. With its latest initiative, the supermarket aims to increase its production of lamb in the UK and to add new lamb producers into its supply chain.

Under the new initiative, the company intends to complete the move to completely source all fresh and frozen own label lamb by 2021. All Waitrose organic lamb, which is currently being sourced, is also to be provided by British farmers.

According to the company, 100% of Waitrose’s fresh chicken, pork, beef, eggs and milk sold at its outlets is already sourced from the UK.