Lidl is investing £500m into the British pork sector as it doubles down on its 100% everyday fresh meat promise.
The discounter said its funding commitment will ensure the continued production of high-quality British meat “at the best possible prices for customers”.
As part of its investment, the supermarket chain has moved its pork producers to an open-book model that includes the on-farm cost of production and includes a fixed margin for farmers.
Dubbed the Lidl Pork Producer Group, the discounter will fund research and development projects aimed at mimicking the natural behaviours of pigs to improve their overall wellbeing.
The supermarket said it had begun trialling 3D cameras to record the nature and frequency of the animals’ interactions, with the data used to enhance welfare.
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Lidl said its investment will also include putting plans in place to reduce the carbon emissions of all the farms in its pork producer group.
Alongside this, it will also be investing over £250,000 in at-risk GB catchments to support river health and water quality, while working to achieve deforestation-free soy sourcing by the end of 2025.
Lidl GB chief commercial officer Richard Bourns said: “This latest investment underlines our commitment to British producers, animal welfare and the environment. Acknowledging the challenges faced by the industry and its farmers in recent years, we recognised the need for intervention and the development of a bespoke solution addressing these challenges.
“That’s why we’ve been working closely with our suppliers and farmers, including major partners such as Cranswick and Pilgrim’s, to ensure we understand the intricacies of this supply chain and are well positioned to deliver impactful change.
“With our pork market share significantly greater than our broader market share, it highlights the substantial influence we have in this area and we’re embracing our responsibility to drive positive change.
“Our new pork standard is all about supporting our rural communities and ensuring the resilience of the sector while providing customers with high-quality British pork at affordable prices.”
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