Booths has switched to sourcing its meat exclusively from the north of the UK, in what is being dubbed “Booths Country”;  Lancashire, Cheshire, Yorkshire and Cumbria.

The family-owned grocer has in the past only sourced British meat, however, its new change aims to respond to customer interest in “regionally sourced meat”.

Meat buyer David Simons said: “Booths has always prided itself in the quality of the meat we sell.  We pioneered a very successful programme of sourcing regional and seasonal lamb sourcing Lakeland, Herdwick and Salt Marsh lambs from local farmers to offer customers a true taste of the region.”

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“The warm reception received each season has shown us a clear appetite from our customers for regionally sourced meat, motivating us to work with our supply chain to ensure the meat sold at the in-store butchery is sourced on our doorstep, in Booths Country.”

“Working with local farmers and processors enables us to stock seasonal and locally sourced meat, which supports local agriculture, benefits animal welfare and offers a great product for our customers,” added Simons.

The new decision comes as the latest customer prioritising initiative Booths has introduced in a bid to cater to its shoppers.

Late last year, the premium grocer axed self-service checkouts in an aim to bolster its reputation for customer service and premium store experience.