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Asda becomes the first retailer to have locally sourced Welsh milk on its shelves

May 23, 2024 08:00am

From Wednesday 29th May, Asda will become the first retailer to have Welsh milk that is sourced, processed, and packed in Wales on its shelves across 38 local stores. This exciting launch marks a significant milestone for the Welsh dairy industry, highlighting a commitment to support local farmers and Pembrokeshire Creamery, a new state-of-the art milk processing facility based in Haverfordwest.

The retailer will introduce Asda Welsh milk as part of its ongoing dedication to offering customers high-quality, locally sourced products. By stocking milk produced, processed and packaged in Wales, Asda aims to provide its customers with a genuine taste of Welsh excellence.

With Welsh milk landing on the shelves from next Wednesday (29th May) into 38 Asda's Welsh stores this represents a remarkable collaboration between Arla dairy farmers, Pembrokeshire Creamery and Asda. From the lush green pastures of Wales to the state-of-the-art processing facility, every step of the production process has remained within Wales.

Jenny Cannon, Senior Director Food Buying at Asda said "After months of planning, we are really excited to finally see Welsh milk that is sourced, processed and packed in Wales land on the shelves of our stores. Not only does this showcase our dedication to supporting local farmers and producers but also allows our customers to enjoy the exceptional taste of milk that’s been processed on their doorstep. We have a strong heritage of supporting numerous local suppliers in Wales, and we are proud to continue our contribution to the growth and future of the Welsh dairy industry."

Mark McQuade, Managing Director at Pembrokeshire Creamery, said: “We are extremely excited to have partnered with Arla Welsh Farmers to bring milk that has been produced, processed and packaged in Wales to Asda’s Welsh stores. The move represents an exciting time for the Welsh dairy industry, and one that will give customers across Wales the opportunity to enjoy high-quality authentically Welsh milk.”

Cabinet Secretary for Climate Change and Rural Affairs, Huw Irranca-Davies, said: “I am pleased to hear of this announcement by Asda in support of our Welsh dairy sector. We have been working closely with Asda for a number of years to increase the number of Welsh Food and Drink product lines available across their stores in Wales and the UK. I’m also delighted that we’ve provided capital grant support for Pembrokeshire Creameries Ltd to support the business meet consumer demand and new emerging and existing markets.”

Asda's Welsh stores will stock a range of Welsh milk options, including Asda Welsh whole milk, semi-skimmed, and skimmed varieties, catering to the diverse preferences of its customers. With this launch, Asda reinforces its position as a retailer that listens to its customers' needs and desires.

The launch of Welsh milk in Asda's Welsh stores is a significant achievement for the local dairy industry. It represents a step forward in supporting local farmers, promoting local production and celebrating the exceptional produce that Wales has to offer.

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