July 16, 2007

UK's Asda to hand full support for British beef

Asda, Britain's second biggest grocery retailer by market share announced its plans to source its Premium Extra Special Beef on a regional basis.

Demand for British beef from Asda is seen to exceed 250,000 head for the current year, posting an increase of 25 percent over 2005 levels. The retailer is confident demand will rise by a further 12 percent in 2008 and demand for British beef should have increased by 37 percent from 2005 levels.

This agreement is Asda's commitment to UK agriculture, according to senior meat buyer Jim Viggars. Viggars also said Asda will continue its sourcing of fresh meat as well as its substantial gains in fresh meat market share.

He said Premium Extra Special Beef range will be matured for 28 days and sourced on the basis of British for the English stores, Welsh for the Wales stores and Scottish for Scottish stores. He added the company plans to reconnect with its Yorkshire roots by trialling Yorkshire beef in its Yorkshire stores, and that "British procurement for our Asda brand range will continue to grow year-on-year".

Viggars also said Asda will include the formation of Beef Link or a series of special initiatives to British beef farmers and this will also pave the way to make Asda to be the supermarket choice for the UK beef industry.