Sainsbury's has announced that all of its fresh pork products will be 100% British from 3 July 2013.
All Sainsbury’s fresh pork across basics by Sainsbury’s and Taste the Difference will be of British origin from 3 July, to be rolled out across all stores from 10 July.
Sainsbury's bacon and gammon will continue to originate from either the UK, the Netherlands, or Denmark, while all pork sold in Northern Ireland will be 100% Northern Irish. The move comes ten years after the retailer guaranteed all fresh chicken as British and 'enforces its commitment to British sourcing', according to the retailer.
From 3 July, all of Sainsbury's breaded, roast chicken and frozen whole bird or portions will be British. All of the meat in Sainsbury's canned own-brand petfood is also 100% British.
Sue Lockhart, head of agriculture at Sainsbury’s said, "Sourcing food closer to home and developing even stronger links with farmers is a key part of continuing to lead on fresh food. Our customers trust us to source the very best fresh food in a sustainable way and we’re pleased to announce fresh pork as our latest progress." (1 July)
© 2013 - ESM: European Supermarket Magazine by Ellen Lunney
