Lincolnshire Co-operative Ltd - Lincolnshire Quality Beef, Lamb and Pork

Lincolnshire Quality’s established brand values are to uphold high standards of traditional stockmanship – care and respect for animals; ensure that it is a short distance from ‘farm to fork’ and that all products are to a consistently high standard and traceable back to specific farms.

The Lincolnshire Quality group is the preferred supplier of beef, pork and lamb to Lincolnshire Co-operative’s Butchery Depot where their team process and package the meat ready to be retailed in their food stores in the form of various cuts, sausages and burgers.

‘Food and Farming’ is estimated to contribute £1 billion to the economy of Lincolnshire.  In terms of both value and employment, the sector is the third biggest in Lincolnshire and the county’s economic reliance on food and farming production and manufacture is 4 times higher than the national average.

For many years, their food retailing strategy has recognised the high value their customers place on locally-produced products and the economic benefits these bring to local rural communities.  Hence retailing local products has both a commercial purpose and a tight fit with their community-support ethos.

They have worked to establish Lincolnshire Quality as an effective brand marque. In 2007, they introduced a long-term offer to their customers of five times the standard rate of dividend, equivalent to 5% of the retail price, on purchases of locally-sourced products, including Lincolnshire Quality meat products.   The offer was underpinned by promotional material at point-of-sale and their advertising and PR campaign to raise awareness of Lincolnshire Quality products.  They also provided free graphic design services in 2007 to re-develop the Lincolnshire Quality brand logo.