Silver Fern Farms claims a major new supply deal for 'own label' range of premium lamb product in large UK supermarket

Silver Fern Farms claims a major new supply deal for 'own label' range of premium lamb product in large UK supermarket

Content supplied by Silver Fern Farms

As a result of a TESCO review of branded products in the protein cabinet Silver Fern Farms will supply a new range for TESCO which is likely to increase supply four-fold. 

TESCO buying manager, Adele Davenall-Gabain, says TESCO have redefined their corporate strategy to focus on own label across their protein range – including red meat.

This has presented the opportunity to create a new TESCO range which grows the strategy around delivering modern premium lamb cuts to consumers.

The new deal also heralds a deeper relationship for Silver Fern Farms and TESCO with Silver Fern Farms co-branding on the new TESCO range – a first for the category.

"Knowing where your food comes from is essential and we all felt telling this provenance story in partnership with Silver Fern Farms was important in ensuring customers have confidence around the source of these premium lamb cuts."

"We expect this strategy to see significantly increased volumes of premium quality lamb available to our customers through this partnership."

Silver Fern Farms Chief Executive Keith Cooper is pleased the new arrangement increases the potential to lift supply of high value cuts into TESCO.

"This is a change from supplying under our own branded packaging in a select group of TESCO stores to supplying a new TESCO branded healthy eating, extra lean range in a greater number of TESCO stores. We wouldn’t be in this enviable position if we hadn’t progressed our strategy around new cuts and the branding which promoted them – it’s a significant upside for us," Keith Cooper says.

Silver Fern Farms lamb has found favour with consumers according to market research with UK consumers noting the lamb for being ‘naturally lean’, ‘pre-portioned’, ‘well packaged’ and having ‘no plate waste’.

According to one consumer; "it's a healthy alternative to 'standard' lamb. We've had it twice in 6 weeks with no feeling of guilt or close monitoring of everything else eaten the week before and week after."

Silver Fern Farms branded range of pre-packed premium restaurant-quality lamb cuts was launched into a select group of TESCO stores across the United Kingdom in October 2011 to create value around a new range of lamb cuts.

"Our strategy of moving how we market meat from large cuts - like heavy legs, sides and whole carcases - to modern consumer cuts has been tested since we launched in 2011 and this deal has seen that strategy picked up at scale," Keith Cooper says.

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3 Comments

I hear consumers didn't like tesco horse meat very much, a little tough and stringy.

With respect:
"This is a change from supplying under our own branded packaging in a select group of TESCO stores to supplying a new TESCO branded healthy eating, extra lean range in a greater number of TESCO stores. We wouldn’t be in this enviable position if we hadn’t progressed our strategy around new cuts and the branding which promoted them – it’s a significant upside for us," Keith Cooper says.
This sounds a worse deal Fonterra was offered by Coles, in effect to produce a store brand and keep Mainland brand on the shelf. But here ist sounds like the SFF brand will be lost.
Sounds like TESCO had a "this is the way it is" chat with SFF....
 
What is sad is that this spin of a strategically poor outcomes is something we have seen from meat guys for 30 years.... And sounds like just another deal dealt out over pints down the Blue Post. , Farringdon.
 
Q: where in SFF startegic plan does it say "Our vision is to supply supermarket own label products, thereby having no economic interest is branded product......
 

What is sad is that this spin of a strategically poor outcomes is something we have seen from meat guys for 30 years..
 
Just the meats guys? - we are infused with representatives offering us the best deals for themselves, with little heed for the consequences.