Scottish lamb producers met in Edinburgh with Sainsbury's lamb buyer Stuart Wright and representatives of Dunbia to discuss issues facing UK sheep farmers.
The move is part of Sainsbury's drive to initiate ongoing discussions with farmers throughout the UK. This, the first of the meetings in Scotland, was attended by farmers William Christison, William Dunlop, John Turnbull and Jim Walker.
Wyn Williams, procurement manager for Dunbia (Llanybyd-der), said discussions included current and expected lamb numbers, likely changes in land use, current cost of production, the competition in the retail market and the current sales performance of lamb.
Williams added: "Stuart was upbeat about lamb sales, but highlighted the fact that it competed with beef, pork and chicken and said a continually improving offer was necessary to keep consumers interested. He pointed to the clear challenge in attracting younger consumers to lamb."
Wright said the meeting was part of a series, which would continue to be held on a regular basis. He said: "This shows Sainsbury's commitment to British farming - it's all about getting farmers, processors and retailers around the table and not many people do that."