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Our vineyard is within the appellation of Saint-Emilion in France.
Our vineyard worker’s name is Christian. He has owned his vineyard for two years although he has lived his whole life in Saint-Emilion and comes from a family of wine growers.
The terroir, the limestone and clay soil, the climate, and the knowledge of the people who work there.
Terroir is the complete environment the grape is grown in. It includes factors such as soil, topography and climate. Serge describes the terroir as “the history of Saint-Emilion in the bottle”.
Christian is one of our vineyard owners and worker. It’s his job to produce the grapes that we use for our Saint-Emilion Grand Cru. Serge is our chief wine maker. He’s been working here in Saint-Emilion for 15 years. It’s his job to turn Christian’s grapes into award-winning wines.
Like many doubters out there, Jojo believed that Lidl’s wine wasn’t up to scratch. Whilst she readily admits she’s never stepped foot in Lidl, her preconceptions of Lidl’s wine was that it probably tastes like mouthwash.
Jojo worked a full day’s shift on one of our vineyards. At the point of filming, it was harvest season and grapes have a very short window of time to be harvested. Jojo picked the grapes, drove the tractor, and finally tasted the wines.
Our Saint-Emilion has won the 'Good Value' award from IWC (International Wine Challenge)
The field you can see in the commercial is on the east coast of Jersey, right next to Gorey Castle. The Jersey Royal Company supplies all of Lidl’s Jersey Royals, and they have many fields all over the Jersey countryside.
His name is William Church and he’s been working for the Jersey Royal Company for over 15 years.
The Jersey Royal Company is the largest company of the island of Jersey doing it. They grow, harvest and pack all of Lidl’s Jersey Royal potatoes.
The company was formed in 2003 AS a coming together of other companies already in existence.
The size of the farm is about 8300 vergées. A Vergée is an old Normandy French land mass area and it is 2.25 vergées to the acre. Ordinarily this would be a large farm, so as a potato farm this is huge. They produce around 20,000 tons of potatoes a year.
You can only grow this type of potato in Jersey. The fact that a Jersey Royal new potato has a protected designation of origin is a reflection on all of the unique methods of production and of harvesting them. They are the Champagne of potatoes.
Early Jersey Royal potatoes are grown on very steep slopes, known locally as ‘cotils’.
It is impossible to get any modern farm machinery to plough the steep cotils, so the traditional winch and plough method is still the best.
The plough is winched up the hill by a tractor at the top, and the man stood on it provides the weight and keeps it in a straight line. The ploughed Jersey Royals can then be hand harvested.
History dictates that in the 1880’s, a farmer by the name of Hugh De La Haye, had a potato that had an extraordinary number of eyes, eyes are where the potato would grow from, and he was sat at the kitchen table with a couple of friends and they chopped up this potato and decided to plant it.
Early next season out came a potato.
Most were round potatoes which was the norm at the time, but one potato plant had thrown out an oblong shaped potato and they through it was a fluke but it kept throwing out more and more of these oblong shaped potatoes.
They tried out this potato on the wholesale market and as it was a different shape it was well received and people paid a premium for it.
It was initially called the Jersey Fluke and then the Jersey Royal Fluke, and eventually the word fluke got dropped and it was then known as the Jersey Royal New Potato for many years.
We aim to get our Jersey Royals from field to store within 48 hours.
We sourced the anti advocates through social media listening and market research. When we approached people to take part in the advert we told them very little about what they would be doing to keep an element of surprise.
Sharna features in the Steak ad. She is a full-time mum from Newton-Aycliffe. She had the below concerns we wanted to address:
"I’m not sure where Lidl get their food from.... I would like it to be British.
I love to know where my food's come from. I'm a big believer in British Food, knowing where it's come from."
We worked with our supplier Scotbeef to select a farm in Perthshire, Scotland, and settled on a small, independent, family-run Scottish hill farm staffed by two people; John and his nephew Bruce. Cattle are the main produce and John looks after around 200 at any one time. John describes his style of farming as traditional-modern and his cattle eat grass in the summer and oats and silage in the winter. He has been supplying Lidl since March 2010.
Our Deluxe rump steaks carry the Scotch Beef PGI label and are reared from Quality Meat Assured farms. This means the animals are sourced from the selected Scottish farms that are picked for their best practice regarding natural production methods and animal welfare.
British - all British meat and poultry should carry the Red Tractor label, with every pack traceable to the farm of origin
Scottish - all Scottish meat and poultry is supplied by Scottish farms and also carries the Red Tractor label
Scotch Beef - the premium Scotch Beef PGI status shows that the beef is sourced from Scottish farms assured by Quality Meat Scotland (QMS) for their best practice regarding natural rearing methods and animal welfare.
Chris features in the Mussels advert. He is an IT worker from London. He had the below concerns we wanted to address:
"I worry where Lidl get their seafood. I don’t want to find it’s from a ditch. I would like Lidl, in spite of the fact that they are using very low prices, to actually show to me that the products that they have are as good as products from, let's say, Sainsbury's – that they've come from the right backgrounds in terms of how the product is grown or how the animal is reared"
We worked with our supplier Scottish Shellfish to select a fishery on the Isle of Mull, Scotland. A small, independent, family-run mussel farm and one of the few local businesses on the Isle of Mull. The farm, owned by Douglas, has three full-time staff; Cameron, Michael and Michael. The mussels naturally grow on ropes in the salt-water loch. Douglas and the team are out on the water all year round, no matter what the Hebridean weather throws at them.
MSC is an independent, global non-profit organisation. It was formed to find a solution for over fishing and to keep the world’s oceans teeming with life. All of Lidl’s wild caught fresh fish carries the Marine Stewardship Council (MSC) seal – a guarantee that it has been caught in accordance with strict environmental fishing standards. Lidl are one of the largest suppliers of MSC certified seafood in the UK, which is why we’ve been awarded MSC Mid-Sized Retailer of the Year.