With an ample supply of this fabulous product available, Charles Sercombe said there was ‘absolutely no excuse’. He said all supermarkets should back British farming and give clearly-labeled, home-grown lamb pride of place.
Read his letter below and make your voice heard using the Have Your Say feedback function at the bottom of this page.
Our letter
I’m writing on behalf of the 47,000 sheep farmers in England and Wales to let you know that British lamb is available, delicious and affordable at the moment and that our members expect to see their product front and centre of displays, especially at this time of year.
With plentiful supplies of grass fed spring lamb available in this country, our members really want to see the promotion of a great British in-season product that consumers demand, particularly in preference to end of season southern hemisphere lamb in fresh or processed product.
We know that many retailers choose to switch to solely British lamb after early June, because consumers want peak-season product, and they want to know when it’s available. That’s why last year we publically highlighted those retailers who were continuing to favour out-of-prime-season product into August.
We will again be monitoring the lamb available on shelves to ensure that our new season lamb is at the forefront of any offering. With an ample supply of British lamb this year, there is absolutely no excuse for this fantastic product not to take pride of place in your stores, with clear labelling so consumers wanting to choose a great British product can easily do so. I look forward to your commitment to British lamb in 2014 and beyond.