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Lidl Shows Commitment to British Farming
2012-04-20

Leading supermarket Lidl has just unveiled its rebranded fresh British meat and poultry range. The range has been given a brand overhaul to demonstrate the strong commitment and enthusiasm Lidl has for working with great British farmers and sourcing its produce as locally as possible.

Lidl Red Tractor

Not only does the refreshed range provide customers with a clearer insight into the provenance and traceability of the fresh British meat and poultry they are buying from Lidl, but a vast majority of the products now bear the Red Tractor logo.

In the most recent Food Labelling Audit, carried out by Red Tractor in May 2011, it was revealed that the UK’s largest discounter Lidl is the highest performing supermarket with 80% of its British fresh produce bearing the Red Tractor logo.

Georgina Hall of Lidl says, “We have brought about this rebrand in order to highlight to our customers that we are proud of the quality of our fresh British meat and poultry range, and that we are determined to support British farms by sourcing our fresh produce as locally as we can. We have also listened to our customers who look for confirmation on the high standards we insist upon when providing them with our quality, fresh, British meat and poultry.

David Clarke, CEO of Red Tractor, says, “Lidl’s growing range of Red Tractor products demonstrates their continued commitment to quality food from quality Red Tractor farms, ensuring their customers have complete confidence in the food they are buying. This is a very exciting time for us as we are working very closely to ensure that assured food continues to receive the level of support and recognition that it rightfully deserves.”

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