ASDA Backs British Sheep Farmers with First New Season Lamb of the Year 2010-03-10

Further demonstrating its support for British livestock farmers, supermarket chain Asda is set to become the first major retailer to offer new season lamb this spring, stocking product on its butcher’s counters in stores across the UK from March 13 this year.

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With supplies of last year’s lambs running tight in many parts of the market, Asda’s decision to move into new season lamb will offer consumers a continued supply of high quality British lamb, explains Asda’s Counter Buyer Amy Austin.

“New season lamb is a high quality product, offering consumers a tender, flavoursome eating experience suitable for that special occasion or celebration.”

The supermarket is famous for ensuring the very first British produce is available for customers to enjoy including recently stocking the latest crop of Jersey Royal potatoes and British spinach.

As such, new season lamb will be offered as a premium product on Asda’s butcher’s counters, an area of the superstore where customers are used to finding the best quality meat from British farms.

New season lamb for the butcher’s counters is being sourced from Asda’s LambLink producers in Cornwall and south Wales where the early spring allows them to specialise in producing some of the first lambs of the season.

Butcher’s counters offer only British products and offer customers a personal shopping experience where they can discuss their meat requirements with one of the stores fully trained butchers.

In addition to new season lamb, from April the butcher’s counters will also be offering matured beef cuts, outdoor reared pork alongside some traditional favourites such as offal, beef shins and oxtails.

The new season lamb will be available at all Asda’s 32 butcher’s counters in stores across the UK.

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