21/06/07
With ASDA’s demand for British beef set to exceed 250,000
head of cattle this year - an increase of almost 25% over 2005
levels - the supermarket chain is already confidently predicting
this will rise by a further 12% in 2008. The data was released
as part of the company’s announcement to extend its Buy British
policy and means that, by the end of next year, its demand for
British beef will have risen by over 37% (77,000 head of cattle)
from 2005 levels.
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At a recent series of presentations to UK beef farmers, Senior
Meat Buyer Jim Viggars, outlined ASDA’s commitment to British
agriculture and confirmed plans to expand British-sourcing of its
fresh meat to continue the supermarket’s substantial gains
in fresh meat market share. As part of this commitment, the company
plans to source all of its premium Extra Special beef on a regional
basis.
“When the new strategy is fully implemented, our premium Extra Special
beef range will be matured for 28 days and sourced on the basis of British for
the English stores, Welsh for the Wales stores and Scottish for Scottish stores,” said
Viggars. He also revealed that the company plans to reconnect with its Yorkshire
roots by trialling Yorkshire beef in its Yorkshire stores, and that “British
procurement for our ASDA Brand range will continue to grow year-on-year”.
Farmers are a key part of the company’s strategy. “British Beef is
amongst the best in the world. Our customers know it and continue to tell us
that they want more British product – and we always listen to our customers,” said
Viggars. “Our plans involve consulting closely with our producers, both
current and potential, to ensure we can deliver the quantity of British beef
we need, at the quality our customers are looking for.
“As part of our plans, we are looking at several ways to help farmers help
us. These will include the formation of Beef Link (a series of special initiatives
for our producers), direct support to the industry, and championing the British
Farmer in our consumer marketing. Our goal is to make ASDA the supermarket of
choice for UK beef farmers.”
ASDA is also predicting a 50% increase in organic beef sales - from 1700 to 2800
head of cattle – over the same 2005-2008 period. “The aim is for
our organic range to become 100% British sourced as soon as the home industry
can meet the demand,“ said Viggars.
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