Summary
EFFP has helped develop an innovative supply chain to secure ASDA with supply of high quality lamb from the North York Moors. Seven Hill Farmers Ltd, a group of upland sheep farmers, now have their own-brand North York Moors lamb stocked in ASDA stores in Yorkshire and the North East.
The business challenge
ASDA identified the need to differentiate their own lamb range to provide their customers with a brand which focused on provenance. A group of hill farmers from the North Yorks Moors were identified, however the challenge was to bring all parts of the chain together and create a long-term agreement which met everyone’s aspirations. It needed to be sustainable from farmer to consumer, ensuring a high quality product was supplied at a cost which was good for the farmers but which would also ensure interest at the shelves.
How we helped?
EFFP began the process by bringing the group together, who knew each other but had not crystallized the opportunity and were not part of any formal group or partnership.
EFFP met with the group to establish what could be achieved in terms of lamb grading, volumes and seasonal supply, and whether this would match ASDA’s requirements. Once agreed, a proposal was drawn together and presented by EFFP, on behalf of the group, to ASDA. After a series of meetings and negotiations, the decision was made to have a fixed price contract rather than following market conditions with additional benefi ts for the group such as free transportation.
After an initial trial to customers in Yorkshire, which saw the packs of lamb specifi cally branded and labelled as being from the North York Moors National Park, ASDA made the decision to roll out the range across 24 stores.
Along with creating this branded lamb supply chain, EFFP also brought the farmer group together to form an official cooperative and helped in other areas including creating a new brand for the packaging of their products and director development.