SuperValu has forecasted sales of €16.5 million in Irish Lamb, in its stores across Ireland for this year.
All of SuperValu’s lamb is 100% Irish-born and bred and sourced from Bord Bia quality-assured farmers, the retailer said.
One of SuperValu’s lamb suppliers is Willie Fox, a fourth-generation lamb farmer based in Co. Westmeath, who has been supply SuperValu for over 30 years.
“Our partnership with SuperValu has evolved over the years and has allowed us to invest in our flock and in the farm to ensure that our practices are as sustainable as possible," Fox said.
Based in Glasson village outside Athlone in Co. Westmeath, Fox's farm includes over 250 breeding ewes.
Fox noted that consumer tastes and preferences have changed over time with people becoming more health conscious.
"We have worked with SuperValu to understand these market trends more so we can produce the right product for the consumer," he added.
The first of this new-season lamb is already on sale in SuperValu stores across the country.
Martin Kelleher, managing director of SuperValu added: “During these uncertain times, we are delighted to continue to work with local suppliers like the Foxes to deliver high-quality meat to our customers."
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