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Store switches to 100% British meat for ranges
THE Co-operative is switching more of its products to 100 per cent British meat, poultry and fish.
The UK’s fifth largest retailer operates almost 2,800 local, convenience and medium- sized stores across the UK, and announced the move at the same time as announcing a complete overhaul of its own-brand range of food and meals.
The ranges switching to 100 per cent British include its Food to Go and chilled ready meals and pies and will be supported by a major advertising and marketing campaign.
The Co-operative said it demonstrated its commitment to British farmers and support for the NFU’s “Back British Farming Charter”. It also follows the launch of its British Farming Groups earlier this year which are designed to cement relationships with producers, deliver a continued investment in quality, and provide shoppers with a more consistent and transparent supply chain.
A new Food to Go breakfast and lunch range – featuring everything from porridge to salads – became the first to be launched into The Co-operative’s new “Loved by Us”
The improved chilled ready meals range, including almost 50 new premium Truly Irresistible and Loved by Us products, will be rolled out from September 16, alongside an extended and improved range of chilled pies, all featuring British meat and poultry, where applicable.
Steve Murrells, group chief executive in retail, said: “This will take Co-operative own-brand products to a new level. We are completely overhauling our own-brand range, and we believe this extensive new product development will encourage customers to re-appraise The Co-operative brand.
“All our fresh chicken, pork, beef and turkey is 100 per cent British, and switching to 100 per cent British meat and poultry for these key own-brand ranges forms a large part of the quality message.”
In a survey commissioned by The Co-operative earlier this year, 72 per cent of people said it was very important that the UK has a sustainable farming industry and 22 per cent said it was quite important.
Phil Hudson, NFU head of food and farming, said: “The Co-operative has already expressed its support to Back British Farming by signing our new online charter.
Today’s news really demonstrates the retailer’s commitment to British farmers in sourcing only British meat and poultry for its key own-brand ranges.”
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