The Co-operative is supporting Welsh Cambrian Mountains lamb with the launch of five seasonal products into selected larger stores nationwide this week.
From today (Wednesday 6 July 2011), five cuts of Cambrian Mountains lamb will be available under the retailer’s premium own-brand Truly Irresistible range.
The premium quality Welsh lamb is born and reared in the Cambrian Mountains region of mid-Wales by a group of 21 producers who are part of the Cambrian Mountains Initiative – a project inspired by HRH The Prince of Wales.
According to the Co-operative, the producers who supply its Cambrian Mountains lamb adhere to strict brand principles to ensure best practice land management, maintain valuable habitats and eco-systems and actively encourage vibrant rural communities. All the producers in the Cambrian Mountains Lamb group are Freedom Food-accredited, meaning they conform to the highest standards of animal welfare, it said.
Additionally, all packs of The Co-operative’s Truly Irresistible Cambrian Mountains Lamb products carry an on-pack label letting consumers know that 10 pence from the sale of every pack sold through Co-operative stores goes to the Cambrian Mountains Trust.
The charitable donation from Co-operative sales of Cambrian Mountains Lamb will go back to support the communities in the Cambrian Mountains, who wish to develop community or sustainable and environmental projects.
The products, all new, available at The Co-operative are:
The Co-operative Truly Irresistible Cambrian Mountains Welsh Lamb Chops £18.99 per kg
The Co-operative Truly Irresistible Cambrian Mountains Welsh Lamb Chump Steaks £20.99 per kg
The Co-operative Truly Irresistible Cambrian Mountains Welsh Half Leg of Lamb £13.99 per kg
The Co-operative Truly Irresistible Cambrian Mountains Welsh Half Shoulder of Lamb £9.89 per kg
The Co-operative Truly Irresistible Cambrian Mountains Welsh Lamb Neck Fillets £17.49 per kg