Sainsbury's has announced that as part of its long-standing commitment to great quality regional food, Blackface Lamb will be sold as part of its 'Taste the Difference' range.
The lamb, which will be labelled 'Border Blackface Lamb', comes from pure-bred Blackface lamb from members of the Blackface Sheep Breeders Association in Scotland and the Borders.
The promotion has been set up between Dunbia (Wales), Sainsbury's and the Blackface Sheep Breeders' Association.
Aileen McFadzean, promotions manager with the Blackface Sheep Breeders' Association, said, "We are delighted that Sainsbury's has chosen Blackface lamb for its 'Taste the Difference' range; this is a major boost for the breed. We have always believed in the superb eating quality of our product and this is great news for our members and producers."
Sainsbury's said it is fully committed to supporting British sheep farmers and has been working hard to drive increased demand for British lamb in what has been a very challenging time.
Karen Schenstrom, fresh foods business unit director at Sainsbury's, said: "We have a strong regional sourcing strategy, and take lamb from local farmers for our meat counters and pre-packed meat sections. All our Taste the Difference primal lamb is from the UK.
"We have worked hard to ensure that, during a very difficult time for sheep farmers in this country, we have been able to offer our customers a full range of fresh British lamb, and have encouraged people to buy more lamb through a programme of national advertising, countrywide tastings, offering recipe tips and promoting cuts of meat not widely available."
Sainsbury's Taste the Difference fresh primal lamb range is now 100% British all year round and carefully sourced from selected regions of Britain throughout the year to offer the very best tasting British lamb.
Border Blackface lamb will follow on from West Country Lamb and Welsh Hill Lamb.
All three of the ranges are matured on the bone for longer and hand-butchered to ensure perfectly presented, succulent and flavoursome meat.
Commenting on the campaign, Wyn Williams, procurement manager at Dunbia, said: "Blackface lamb has been hand-picked by Sainsbury's and Dunbia for the Sainsbury's Taste the Difference premium range, because it is traditionally reared and has a proven track record. The Blackface lambing cycle suits this Sainsbury's Best in Season range, as lambs are in plentiful supply from February to April, when the Blackface lamb is being marketed. Blackface breeders are also able to offer a younger lamb due to their later lambing period."
'Border Blackface Lamb' has been available in all Sainsbury's stores (excluding Sainsbury's Locals) since Wednesday 20 February, 2008.