UK retailer Asda has announced that it has launched a ‘lowest ever prices’ offer across its steak range to help British farmers during the COVID-19 pandemic.
However, the retailer will pay the full value of the products to farmers and meat suppliers.
The initiative will see a reduction in the prices of rump steak, sirloin steak, ribeye steak, and fillet steak in Asda stores.
'Supporting Customers And Suppliers'
Paul Geary, senior buying manager of red meat at Asda, commented, “During these challenging times, at Asda, we are committed to supporting both our customers and our suppliers.
“We want to make sure our steaks are available at an affordable price for people while ensuring our farmers receive the support they need during the pandemic.”
The demand for affordable cuts of meat such as beef mince has grown by 50% following an increase in batch-cooking as people are more mindful of their spending, Asda said.
The decline in demand for expensive cuts and closure of the foodservice and hospitality sector due to lockdown measures have left farmers with surplus steak and shortage of cheaper meat.
The retailer has also introduced ‘Low Prices Every Day’ offer on thousands of other essential products comprising branded as well as private-label products.
© 2020 European Supermarket Magazine – your source for the latest retail news. Article by Dayeeta Das. Click subscribe to sign up to ESM: European Supermarket Magazine.
