Asda is to launch a comprehensive programme to improve returns for its beef farmers.
From September, the retailer, currently running a major price-cutting campaign, will offer training and help farmers improve efficiency as part of a programme called Beef Link.
It is also raising its requirement for British beef by 25% compared with 2005, to more than 250,000 head of cattle this year. A further 12% rise is predicted for 2008, while organic beef demand is expected to increase 50% by 2008.
"The aim is for our organic range to become 100% British sourced as soon as the home industry can meet the demand," said meat buyer Jim Viggars.
Asda also plans to source all its premium Extra Special beef from English, Welsh and Scottish farmers, in line with store locations. It will even trial Yorkshire beef in its Yorkshire stores.
The retailer said it would back the initiatives with consumer marketing.
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