Sainsbury's extends veal range

Sainsbury’s has today (5 December) introduced a new welfare-friendly veal range in 150 stores under its Taste the Difference label.

The range includes escalope, mince, sirloin, fillet, rib chops, osso bucco, liver, shoulder and roasting joints, with all meat sourced from calves raised to RSPCA Freedom Food standards on Sainsbury’s eight dedicated Veal Development Group farms.

Sainsbury’s said the calves come from its Dairy Development Group farms and are housed in straw-bedded barns in small family groups. They are fed a diet of milk, water and fibre and given room to roam. The farmers are paid to a cost of production model, which guarantees them a “fair price”, the retailer added.

The Veal Development Group, which currently includes eight British farmers, was established after a successful trial of British-reared veal in Sainsbury’s London stores in 2008.

Alice Swift, Sainsbury’s agricultural manager, said: “This is a really exciting move for us as, until now, we’ve only been able to offer British veal in a handful of stores and no other retailer has achieved something of this scale. This launch has been the work of having such a strong and open relationship with our farmers and we hope this sets the benchmark for further product launches and trials in the future.

“In the past, people have perceived veal as being cruel, but we’re proud to say our range is sourced from dedicated farms approved by Freedom Food, which works closely with our dairy farmers to ensure the highest standards of animal welfare are met. The products range from chops to liver, so we hope there’s something for everyone.”

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