Waitrose has revealed plans to source the entirety of its own-label fresh and frozen lamb from British producers all year round.
Although the supermarket already offers British lamb on its meat counters all year round, it said it will now complete the move to 100% British-sourced across all fresh and frozen own-label lamb by the summer of 2021.
Previously, Waitrose had sourced some of its lamb from New Zealand during the winter months.
The announcement comes as the supermarket looks to increase its production of lamb in the UK, which it will achieve firstly by extending opportunity to its existing lamb producers and by welcoming new ones into its supply chain.
“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,” said Tor Harris, Head of CSR, Health & Agriculture at Waitrose & Partners.
He added: “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.”