Celtic Pride hits shelves The Celtic Pride Welsh Lamb Sausage went on sale at Tesco and Sainsbury stores across Wales and the south west following pioneering deals struck by Wales' leading livestock co-operative The Welsh Meat Company. Just two months after the launch of the Celtic Pride brand by rural affairs minister Carwyn Jones, the new sausage will showcase as part of Tesco's Welsh Food Promotional Week. Tesco spokesman Jonathan Church said: "We are delighted at this latest addition to the 7,000 regional products on sale at Tesco ­ over 400 of which are Welsh. The Welsh Lamb sausage is a particularly good example of the supply chain working together to deliver a quality product for customers. This sort of innovation should be encouraged." The Welsh Lamb Sausage has been developed jointly by Oriel Jones and Son of Llanybydder and The Welsh Meat Company and utilises forequarter Welsh lamb. General manager of The Welsh Meat Company Jane James said: "These products will be in conjunction with Oriel Jones & Son in a bid to shorten the chain between the producer and retailer, give better returns and provide traceability for the consumer. "By integrating the farmers' experience with that of the abattoir and processing sector ­ plus the powerful Celtic Pride branding ­ we are better positioned to achieve the unity required to become bigger and stronger players in a very competitive marketplace." David Nicholson of Oriel Jones & Son said: "This is tangible evidence of the partnership working as farmers can now associate directly with the product on the shelf. We have successfully made the journey from concept to customer." {{MEAT }}

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