Branded lamb packs, which have been available in the New Zealand market, will initially be sold in about 350 Tesco supermarkets, as the concept is tested in the UK market.
It will be the first time that Tesco had put branded lamb products into its meat cabinets, Silver Fern Farms integrated category manager Grant Howie said yesterday.
Until now, the meat had been under the Tesco brand and the move was "huge" for Silver Fern Farms. The potential would be determined during the initial selling period, Mr Howie said.
Tesco was one of the company's key strategic partners globally and, during visits to New Zealand over the last couple of years, Tesco representatives had seen what SFF had done in the New Zealand market and how successful it had been, he said.
The initiative would be supported by a "full on" marketing campaign in the UK, including a lot of social media activity.
The lamb packs were being positioned at the very high end of the marketplace.
Two Tesco representatives were in New Zealand, touring meat plants and farms, and holding commercial discussions with SFF.
