Aldi has won praise from the pig industry after reporting surging British pork sales last month.
The discounter, which sources 100% British pork, said volumes were up 10% in February compared with the same period last year.
Pork leg and shoulder joints in particular flew off shelves, which the National Pig Association credited to Aldi’s “competitive pricing strategy”.
An EU oversupply of pigmeat has caused farmgate prices to fall to their lowest level since 2008, and the NPA said the discounter’s support for British pork could be “pivotal” in stopping producers from being plunged “even further into the red”.
“Aldi recognises the importance of the independently-audited welfare and traceability standards that underpin the quality of British pork, and shoppers are responding by buying more,” added NPA chairman Richard Lister.
“It’s support like this that encourages us to struggle on until the price we receive once again covers our costs of production.”
Aldi launched eight pork promotions in January and February, including sausages, large packs of pork medallions, slow-cooked gammon shanks, and pork fillet with apple butter.
New products planned for the next couple of months include porchetta belly joint, sausage casserole, pork and sweet chilli sausages and pork shanks banded with rosemary.
“We know our customers value our commitment to British products, which is why we are investing significantly in this area,” said an Aldi spokeswoman.
“In the fresh pork category we are continuing to broaden the number of British products available to our customers through new product innovation, easy to cook solutions and seasonal lines.”
No comments yet