The Coles GRAZE lamb supply is back as customer demand hits annual peak. The program has created a new market for 65 dedicated Tasmanian producers.
This week, Coles will sell more lamb than at any other time of year with sales of lamb chops increasing by 20 per cent compared to December 2020.
The Coles GRAZE program was developed in 2014 and its back by popular demand, with bigger range to support Tasmanian producers.
Coles General Manager for Meat Charlotte Gilbert said GRAZE Lamb is offering customers a high quality, grass-fed option and the range has helped reinvigorate Coles’ lamb offer.
“We sell over 20 million kilograms of lamb each year, so we know our customers already love lamb. The GRAZE range is truly something special for those who are looking to serve up a great value premium product to their friends and family,” she said.
“Grass-fed meat is sought after by chefs for its trusted premium quality, natural taste and high Omega-3 content, and we were delighted to be the first retailer to offer grass-fed lamb for our customers to enjoy at home. We are excited to be adding new products to the range and we are only able to achieve this great quality product thanks to our fantastic Tasmanian producers.”
The introduction of GRAZE lamb created a new market for 65 dedicated Tasmanian producers, with Coles supporting the local Tasmanian industry by increasing the number of lambs expected to be purchased from around 100,000 in 2020, to180,000 in its second year.
Third-generation farmers Lauchie and Sarah Cole are owners of 1,000 hectare intensive, mixed property in the Northern Midlands of Tasmania and say it’s the perfect place to produce quality grass-fed lamb.
“The program provides us surety to supply and the ability to lock in price and quantities allowing us to manage commodity price risk and of course the opportunity to support a Tasmanian branded program, influencing consumers to choose a sustainable grass-fed product,” they said.
“To see our lamb flourish in such a pristine environment prior to processing provides the Coles GRAZE Brand confidence in our promise and charter to supply what consumers are searching for.”