Sainsbury's promotional boost for lamb

Consumers are being offered the chance to holiday on a farm as part of a special promotion by Sainsbury’s to boost sales of Red Tractor-assured lamb.

Supplier Randall Parker Foods has teamed up with Farm Stay UK holidays to offer shoppers buying butterflied legs of lamb the chance to win one of five farm stays across the UK.

The promotion, which is designed to highlight British lamb at both Sainsbury’s retail level and at farm through Farm Stay UK holidays, will run on 50,000 packs of butterflied lamb legs in over 500 Sainsbury’s stores stocking the range. That equates to an estimated 35 tonnes of lamb in volume terms and accounts for 13,000 lamb carcases.

Randall Parker’s Sainsbury’s account manager Vivienne Harris said: “The promotion aims to promote sales of British lamb which is superb at this time of year. The butterflied leg of lamb is a wonderfully versatile cut and makes for an ideal roasting joint or, if the weather allows, it can also be cooked on the barbecue. It’s also one of two lines we supply exclusively to Sainsbury’s and carries the Red Tractor logo for high food standards from farm to fork.

“We wanted to keep close to the farming community, who produce wonderful lamb, which is why we linked up with Farm Stay UK to encourage more consumers to holiday in the great British countryside. Farm Stay offers over 1,200 rural retreats for our winners to choose from, so we’re sure they will have an amazing time.”

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