Stores Branding U-turn Meets with NFU Cymru Approval

UK - Somerfield’s decision to rebrand its Welsh meat at stores across Mid and North Wales has been warmly welcomed by NFU Cymru.
calendar icon 16 July 2007
clock icon 2 minute read

The store’s policy of stocking imported lamb and beef in favour of locally produced Welsh meat was met with widespread condemnation from Union officials who were bitterly disappointed at the distinct lack of locally produced lamb and beef available on the shelves of the supermarket.

However, following meetings between NFU Cymru and Somerfield’s regional manager for Mid Wales and increasing pressure on the store to rethink its policy of stocking imported beef and lamb which has travelled thousands of miles to reach Wales, the store has now increased its supply of Welsh red meat and has launched a rebranding exercise which clearly defines meat that originates from Wales.

Andrew Lloyd, NFU Cymru Chairman for Brecon and Radnor was invited to attend the launch of the Welsh brand campaign this morning at Somerfield’s Llandrindod Wells store. Mr Lloyd met with the store manager and regional manager, who were keen to point out the progress made since the meeting with NFU Cymru six weeks ago.

Mr Lloyd said, “I’m very pleased to see the changes made with regard to the Welsh beef on display at the store – both in terms of an increase in stock and the clear Welsh branding on the packaging.

There is still some way to go in marketing the Welsh lamb they have available, but I hope that when I return to the store in a few weeks time I will see an improvement in this area.

“Somerfield has obviously listened carefully and taken heed of the concerns we raised when we met with them. They have assured me that they want to work harder for local communities, which means supporting the Welsh farming industry.

“I’m keen to see Somerfield build on the progress they have made in recent weeks and will be keeping in touch with their managers to ensure that this campaign is taken forward throughout Wales.”

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