JDW agrees lamb deal to boost menu transparency

by Max Gosney

JD Wetherspoon has boosted its menu transparency after agreeing a deal with producers in the North of England to supply farm-assured lamb at 90 of its pubs.

The pub operator will serve Sunday lunches using lamb sourced from Junction 38, a co-operative of 50 farms across Cumbria and Northumberland. As part of the deal, the co-operative will supply Wetherspoon pubs with boned-rolled shoulder of lamb from its Rough Fell and Herdwick breeds.

Cumbrian and Northumberland sourced lamb will initially be available at 90 Wetherspoon's outlets across Northern England, with the company planning to expand the offer into its 650 strong national pub estate.

Phil Sermon, head of catering at JD Wether-spoon, said: "We are delighted to be working so closely with farmers who are committed to the highest standards at all times. The lamb is exclusive to our pubs and our aim is to offer it in more of our outlets in the near future."

The deal demonstrates Wetherspoon's commitment to improving menu traceability "whenever possible" said company spokesperson Eddie Gershon.

"With such a large menu catering for so many customers it would very difficult to source all of our ingredients locally. But by working with local farmers as part of this scheme we can improve our menu and make it stand out from the crowd," he said.

The deal also provides a welcome boost for farmers in the region according to Steve Dunning, chairman of Junction 38 co-operative.

"It's a winning situation for both sides. Working with a large pub operator provides financial rewards for farmers but it also provides JD Wetherspoon with full traceability of succulent and delicious meat from traditionally-reared lamb."