Tesco Opts for Pork from Bowes of Norfolk

UK - Outdoor-reared Norfolk pork will be going into every Tesco store across East Anglia from today, writes Michael Pollitt (EDP Rural Affairs editor).
calendar icon 5 May 2008
clock icon 3 minute read

"East Anglia has always been synonymous with pork and it is with great pride that we have introduced regional pork into stores for our customers."
Sam Nundy, Tesco's regional buying manager

According to him, Bowes of Norfolk, which breeds and rears outdoor pigs on 4,000 acres of Breckland, will be supplying “Finest Norfolk” pork to the country's biggest food retailer.

“We're delighted that Tesco has selected our pigs,” said Adrian Dowling, chief executive of the Watton-based company, which is the town's largest employer with about 700 staff.

“This is good news for local production because it will reduce food miles and has animal welfare benefits because our pigs are traditionally-reared outdoors,” he added.

He said the Finest Norfolk Pork range would also be sold in stores in other counties.

“We have, of course, been the sole supplier of the Finest fresh pork to Tesco for some time now. This is an extension of our activity and the initiative is to launch Norfolk in the first instance into the region. We will be closely moitoring the performance of this.”

Richard Meeds, business development manager of Bowes, said: “Finest is the UK's leading premium brand and we are pleased to have a wide choice of pork products available within the range.”

Bowes also breeds its own pigs, which are allowed to run freely across the fields. The pigs are reared according to the RSPCA's Freedom Food standards.

Bowes, which won the enterprise category of the EDP Business Awards last year, also announced plans last month to put the whole processing operation on one site at Brandon Road.

View the EDP24 story by clicking here.

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