Lidl strengthens British meat commitment

Discount retailer Lidl has announced a major rebrand of its fresh British meat and poultry range, a move which it claims further strengthens its commitment to home-grown products.

The new launch will also see the vast majority of the retailer’s meat and poultry products bear the Red Tractor logo, it said. According to a recent food labelling audit, carried out by Red Tractor, Lidl is the highest-performing supermarket with 80% of its British fresh produce bearing the assurance logo.

Georgina Hall of Lidl said: “We have brought about this rebrand in order to highlight to our customers that we are proud of the quality of our fresh British meat and poultry range, and that we are determined to support British farms by sourcing our fresh produce as locally as we can.

“We have also listened to our customers, who look for confirmation on the high standards we insist upon when providing them with our quality, fresh, British meat and poultry. Through this, we are re-confirming to our customers what we already do to promote home-grown products, and are, hopefully, changing the misconception that our fresh meat and poultry is not, in fact, British.

“We are pleased to say that our Birchwood and Strathvale ranges are British and bear the Red Tractor logo to certify good standards from farm to pack. We will continue to do our bit to help boost the UK economy by buying fresh meat and poultry from British farms.”
 
David Clarke, CEO of Red Tractor, added: “Lidl’s growing range of Red Tractor products demonstrates their continued commitment to quality food from quality Red Tractor farms, ensuring their customers have complete confidence in the food they are buying. This is a very exciting time for us, as we are working very closely to ensure that assured food continues to receive the level of support and recognition that it rightfully deserves.”

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