increase font size
Silver Fern Farms chief executive Keith Cooper says a decision by leading UK supermarket Tesco to replace SFF-branded lamb with a co-branded house product "has a significant upside."
"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."
Tesco's move reflects a shift in corporate strategy to focus on own label protein products, including red meat.
"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," says Tesco buying manager Adele Davenall-Gabain.
"We expect this strategy to see significantly increased volumes of premium quality lamb available to our customers through this partnership."
Cooper welcomes that potential to lift supply.
"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."
Silver Fern Farms says market research shows its lamb has found favour with consumers 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.
OPINION: One of the world’s largest dairy co-operatives has come under fire for embracing a new methane-reducing additive fed to cows. The claims, made on social media, says the use of a feed additive by Arla Foods farmers could ‘contaminate’ milk and allegedly cause cancer.
OPINION: Seven of the UK's major supermarket chains have now responded to the call for them to back the nation's farmers by adding 'buy British' tabs to their websites.
Tender export lamb chops and delicious sheep milk gelato were on the menu in Wellington last week.
Ignore our milk at your peril; that’s the message from UK farmers who are taking their protests against low prices to supermarket doors.
There is a limit to what farmers can do to improve security on their farms, says Federated Farmers Dairy chairman Andrew Hoggard.
On the eve of his departure from Federated Farmers board, Richard McIntyre is thanking farmers for their support and words of encouragement during his stint as a farmer advocate.
A project reducing strains and sprains on farm has won the Innovation category in the New Zealand Workplace Health and Safety Awards 2025.
Beef + Lamb New Zealand (B+LNZ), in partnership with the Ministry for Primary Industries (MPI) and other sector organisations, has launched a national survey to understand better the impact of facial eczema (FE) on farmers.
One of New Zealand's latest and largest agrivoltaics farm Te Herenga o Te Rā is delivering clean renewable energy while preserving the land's agricultural value for sheep grazing under the modules.
Global food company Nestle’s chair Paul Bulcke will step down at its next annual meeting in April 2026.
Brendan Attrill of Caiseal Trust in Taranaki has been announced as the 2025 National Ambassador for Sustainable Farming and Growing and recipient of the Gordon Stephenson Trophy at the National Sustainability Showcase at in Wellington this evening.
OPINION: ACT MP Mark Cameron isn’t everyone’s cup of tea, but he certainly calls it how he sees it, holding…
OPINION: Did former PM Jacinda Ardern get fawning reviews for her book?
