Waitrose becomes first UK supermarket to source British corned beef
Launching in all branches on 23 April The British Corned Beef and Tangy Pickle Sandwich will use beef canned in Shropshire and from existing Waitrose farmers to give the retailer total traceability.
The supermarket said the old-time favourite remains popular with customers due to its retro image, versatility and long shelf-life.
Waitrose sandwich buyer Roxanne Bennett said: "Customers can now get their taste of nostalgia with a corned beef sandwich - happy in the knowledge that it is now British - just in time for the Queen’s Jubilee.
"Corned beef is nostalgic - everyone can remember eating it as a child, and now it is British."
The move reinforces the supermarket’s ‘whole carcass approach’ which Waitrose said ensures the farmer gets a fair price, by purchasing the entire carcass and not just the choice cuts.
Bennett continued: "The same animals produce our rump steak, tasty pies, lasagne and now our corned beef sandwiches- we have full traceability of where our British beef comes from and we’re very proud of that.
"This is the final piece in the puzzle for Waitrose - buying British is hugely important to our customers and sourcing quality home grown corned beef is a huge achievement.”
Waitrose said it also plans to introduce canned British corned beef on its shelves and corned beef on the delicetessan counter in May.
David Prince, Waitrose beef farmer said: "As a British Beef producer supplying cattle to Waitrose and a shopper, my wife and kids can now eat British corned beef sandwiches and I will feel proud to know that all the hard work we do to ensure the highest quality beef can be enjoyed by customers, who up to now have had no alternative to South American corned beef."
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