Moors farmer signs Asda supply deal

16/07/2009

Lamb reared in the North York Moors is to be sold as a premium brand in Asda supermarkets.
Seven Hill Farmers has secured a supply deal with the supermarket as part of its Farexchange Programme, designed to improve the commerciality of Yorkshire farmers.
Around 1,200 moor-raised lambs will be passed on to Asda's lamb processing partner Welsh Country Foods every month from September to mid-December and the meat will then be branded as unique seasonal specials.
The idea to supply Asda came after Prince Charles visited the moors as part of his Seeing is Believing initiative.
Upland farmers are finding it increasingly difficult to make a decent living from raising live stock, particularly due to the reduction of sheep grazing on the heather, but this partnership with Farexchange guarantees secure supply chains.
As a result, the decline of sheep flocks in this wildlife habitat can be prevented and farmers can get the support they need.
Farexchange's Andrew Loftus, who helped establish the supply chain, said: "As demand grows from other retailers more farmers will be able to join the group - if they can match the same high standards of environmental care and quality of product."
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