Grampian Country Food Group News

Welsh Country Foods "Extra Special" range scoops top supermarket award
10 July 2006

Welsh Country Foods has won a major award with their new innovative and up market lamb product, Extra Special Lamb Loin Chops. The product, which was recently launched in ASDA stores nationwide, was named the year’s ‘Best New Lamb Product’ at the prestigious British SuperMeat Awards organised by Meat Trades Journal. The winners were unveiled by TV personality Quentin Willson, who compared the evening.

Welsh Country Foods was highly commended by the judges on the creation of a product that promotes premium tier British lamb, whilst embracing traditional butchering techniques and meat maturation of up to 21 days before being cut and packed. Judges were equally impressed with the innovative packaging which delivers excellent shelf presentation and highlights the high level of traceability associated with all ASDA lamb products produced by Welsh Country Foods.

Commenting on the success of the ‘Extra Special’ range, Peter Williamson, Welsh Country Foods Product Development Manager, who created the new range and was on hand to receive the award said; “Winning such a prestigious award is the jewel in the crown for the Extra Special range which required many months of hard work. It’s great to be recognised for our efforts and we hope that sales of the product continue to go from strength to strength.”

Trevor Hanger, Managing Director of Welsh Country Foods said, “This award not only recognises the success of this new product, it also recognises the efforts of our supplying farmers in our LambLink scheme who are producing lambs that meet the requirements of today’s discerning consumer. To be able to produce an award winning product such as the Extra Special Lamb Loin Chops the hard work begins on farm.”

Since their launch in 1999, the SuperMeat Awards have become established as the leading annual event in the UK meat industry. SuperMeat gives recognition to those who supply both raw and cooked meat products through leading supermarket brands to the consumer. SuperMeat identifies the very best the UK has to offer from Beef, Lamb and Pork products through to best supply chain initiatives.