PROMOTION SET TO DRIVE SALES OF BRITISH BUTTERFLIED LAMB LEGS AT SAINSBURY’S
Aug 17, 2010
Sales of Red Tractor Assured lamb are being supported in Sainsbury's stores during August with an on-pack promotion on butterflied legs of lamb. Supplier Randall Parker Foods has teamed up with Farm Stay UK holidays to offer shoppers the chance to win one of five farm stays across the UK.
The promotion, which is designed to highlight British lamb at both Sainsbury's retail level and at farms through Farm Stay UK holidays, will run on 50,000 packs of butterflied lamb legs in over 500 Sainsbury's stores stocking the range.
Randall Parker's Sainsbury's account manager, Vivienne Harris, said: "The promotion aims to promote sales of British lamb which is superb at this time of year. The butterflied leg of lamb is a wonderfully versatile cut and makes for an ideal roasting joint or if the weather allows, it can also be cooked on the barbecue. It's also one of two lines we supply exclusively to Sainsbury's and carries the Red Tractor logo for high food standards from farm to fork.
"We wanted to keep close to the farming community who produce wonderful lamb which is why we linked up with Farm Stay UK to encourage more consumers to holiday in the great British countryside. Farm Stay offers over 1,200 rural retreats for our winners to choose from, so we're sure they will have an amazing time."
The competition can be entered via two methods; by texting the number shown on pack or by visiting www.farmstay.co.uk/js. All entries must be received by 30th September 2010.
The initiative is also supported by EBLEX, the organisation for beef and lamb levy payers and a division of the Agriculture and Horticulture Development Board.
Farm Stay Chief Executive Andy Woodward said this is an ideal promotion for the company. "It is great that Farm Stay will be recognized for promoting British farm products such as the butterfly lamb and also give custoemrs the chance to explore the Great British Countryside."
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