Sainsbury’s first to market with new-season lamb

Sainsbury’s, one of the UK’s largest retailers for fresh lamb is set to be first to market with the new-season West Country lamb.

The new lamb will be available in selected Sainsbury’s stores from today (7 March), in the Taste the Difference, premier-tier range. It forms part of the retailer’s best-in-season sourcing policy, in partnership with lamb supplier Dunbia.

Alice Swift, Sainsbury’s agricultural technologist for lamb, beef and dairy, said: “We have been working extremely hard with our producers in the West Country to ensure we are in a position to offer our customers the very best new-season British lamb.”

“Our best-in-season sourcing model for lamb means we can plan in advance with our producers to ensure we bring our customers the finest-quality British lamb throughout the year. Our West Country producers understand the requirements of Sainsbury’s customers and, coupled with the fantastic flavour and eating quality West Country new-season lamb offers, this makes it a perfect choice at this time of year for our Taste The Difference range.”