Waitrose reports 16% rise in beef sales
Beef sales at Waitrose have recently increased by 16%, MeatInfo.co.uk has been told, after the company announced a new Dovecote Park production facility yesterday.
The new frozen beef dedicated production facility is the first of its kind in the UK and will further ensure traceability, as well as shorten supply chains for Waitrose frozen beef products.
Waitrose sources all of its fresh and frozen beef from known and trusted British farmers and buys none from the open market, it said. The new production facility means all Waitrose frozen beef will be managed exclusively at Dovecote Park, which has been supplying Waitrose since 1997. “No other retailer is able to source all of its beef from one supplier”, Waitrose said.
A spokeswoman explained the new facility would not be rolled out to other parts of the company’s food production, but added: “We’re always looking at ways of shortening our supply chains to be more efficient.
“This facility made sense as we were already sourcing our fresh beef this way, and frozen now goes through the same process on one fully integrated site. We are the only retailer able to source all of fresh and frozen beef from one supplier – so it’s very traceable.”
She explained the new facility would ensure beef products were 100% British beef and production methods would allow frozen beef products to meet the same standards as fresh beef.
Buying director for Waitrose meat, poultry, fish, frozen dairy and agriculture Heather Jenkins said: “We’ve a long heritage of working with Dovecote Park to produce high-quality and tasty meat, and we’re delighted that this new frozen facility means we can get all our fresh and frozen beef from one source.
“More importantly for our customers, it’s fully traceable as it’s controlled by one processor, which shortens the supply chain and gives our customers total reassurance about where their beef has come from. Our customers rightly expect the highest standards of product quality and integrity from us and we won’t let anything stand in the way of delivering this.”
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