Welsh lamb supply deal struck with Asda

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Related tags: Welsh country foods, Malt

Welsh Country Foods has secured supplies of thousands of Yorkshire lambs for Asda in a deal brokered by collaborative networking group...

Welsh Country Foods has secured supplies of thousands of Yorkshire lambs for Asda in a deal brokered by collaborative networking group Farexchange.

Farmer co-operative Seven Hill Farmers has agreed to provide Welsh Country Foods with up to 1,200 lambs every month from September to mid-December. The meat will appear branded on Asda shelves as unique seasonal specials from the Moors.

"Fixed price contracts afford the farmer a better return, so by working together they get a better deal, which they couldn't achieve if brokered individually," said Andrew Loftus of Farexchange, who helped set up the initiative.

Farexchange - part of agrifood business consultancy English Farming and Food Partnerships - also aims to establish a supply chain with Marks & Spencer for pure bred Swaledale lamb from the Moors.

The Welsh Country Foods deal follows a similar Farexchange project securing Yorkshire and Humber-sourced malted barley for UK brewing giants via ingredients supplier Muntons.

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