Supermarket chain Waitrose has today reported an 18 per cent rise in the sales of veal products at its stores last week, and believes that the Countryfile TV show aided the meat‘s popularity.
The BBC One programme which reports on countryside issues and farming, featured a piece on January 22nd 2012 which tried to dispel some of the myths which surround the meat.
Young calves bred for veal used to be reared in cramped spaces known as ‘veal crates‘ and despite these practices becoming illegal in the UK in 1990, many still associate the meat with cruelty.
Waitrose sells more than half the veal that is sold in British supermarkets and has traded the meat for more than 20 years.
The suppermarket says that all of the animals used for its veal products are sourced locally and reared on straw in open housing, with milk and cereal to eat.
Mark Williamson, Commercial Director for Waitrose, commented: “We have long championed the meat, and in addition to favourites such as veal escalopes, osso bucco and calves‘ liver, we also sell some more unusual cuts such as veal sweetbreads and veal tail – and a Heston from Waitrose veal and tartare sauce burger.
“We‘re keen for customers to find out the facts behind veal – as the more high-welfare veal that is sold, then the more demand there is for otherwise surplus male dairy calves. In addition, veal is a delicious, relatively lean and extremely versatile meat.”
Total sales for the grocer grew 7.3 per cent in the week ending January 28th 2012, with cold weather boosting winter warming foods.
Its sister retailer John Lewis also reported strong sales during the period with trading up 8.9 per cent thanks to a 19.2 per cent rise in electricals & home technology sales and a huge 42.2 per cent surge in online business.