Welsh Lamb receives supermarket support
Published:  13 October, 2016

Aldi’s commitment to stocking premium PGI Welsh Lamb this week has received applause from Hybu Cig Cymru – Meat Promotion Wales (HCC). 

The discounter announced that it has introduced a range of branded Welsh Lamb products into 29 of its stores in south and west Wales, with a formal launch taking place today by Lesley Griffiths AM, the Cabinet Secretary for Environment and Rural Affairs, alongside senior representatives of Welsh farmers.

“It’s vital for the Welsh red meat industry that our produce is available in all sectors of the retail industry and Aldi’s market segment has seen remarkable growth, especially in Wales, where the market share is now over 10%,” commented HCC’s communications lead Owen Roberts.

“Statistics from market research specialist Kantar Worldpanel show the volume of lamb sold by Aldi increased by nearly 14% over the past year and increasing numbers of their consumers are buying more fresh produce. HCC works in partnership, and is in regular dialogue with all UK retailers and many took part in the summer 2016 HCC-led Welsh Lamb campaign.

“Aldi now joins other multiple retailers like Asda, The Co-op, Sainsbury’s, Marks & Spencer, Morrisons, Tesco and Waitrose in stocking branded PGI Welsh Lamb products. In addition, quality Welsh Lamb products are also available in many independent retailers and at over 300 members of HCC’s Butchers’ Club.”

Owen added that many retailers are emphasising their commitment to source quality, local produce. “This resonates with research carried out by HCC at supermarkets over the summer, which showed that nearly 80 per cent of shoppers were keen to buy more Welsh goods,” he added. “Welsh Lamb is an iconic product whose quality reflect the outstanding natural environment in which it is produced.”

Griffiths added that the Welsh food and drink sector has been a “success story”, with Welsh Lamb taking centre stage. “I am grateful to Hybu Cig Cymru for all of the work it has carried out to promote this iconic Welsh product,” she said.

“I am delighted Aldi will stock premium Welsh Lamb in 29 of its stores in South and West Wales. I’m sure it will prove to be hugely popular with customers. Hopefully this will encourage Aldi to extend the initiative to more of its stores nationwide, which would provide a significant boost to the Welsh lamb trade.”

Aldi UK fresh meat buying director, Will Barstow, said the supermarket chain introduced the five new Welsh Lamb products in repsonse to increased demand from customers. "Fresh lamb is a versatile product that can be used all year round and we are confident that the new lines will prove popular at our stores in south Wales," he said.

"This is just one of the ways we are investing in Wales. We look forward to opening our new Cardiff regional distribution centre in February 2017 which represents a £60 million investment and will create up to 400 new jobs."