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We have thorough procedures in place to ensure that the fresh fruit and vegetables available in our stores are of the highest possible quality for our customers. Alongside daily deliveries, freshness checks are conducted every 30 minutes by ‘Freshness Coordinators’ to look for products that do not meet the high standards we set.
This means that we are dedicated to working closely with British farmers to understand their challenges and provide support to make sure they are fairly treated. Together we will work towards creating a more sustainable future for farming and continue to provide our customers with the highest quality fruit and vegetables at the best price.
We aim to get our British strawberries from field to store within 48 hours and ideally 24 hours.
The advert was filmed on Neil Davidson’s farm in Berryfields, Auchtydonald, Scotland. Growing in this area of Scotland has great benefits. The cooler temperatures and longer days/daylight hours in summer provide excellent growing conditions making the strawberries grown in this area of Britain sweeter.
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.
The Norfolk-Lincolnshire border.
His name is Mark and his mother and father-in-law set up the farm back in the late 60’s.
We aim to get every bunch of daffodil stems from field to store within 48 hours.
They’re one of the earliest plants to grow and bloom and they symbolise that springtime is here.
Our daffodils are all picked and sold as stems. This means the flower is yet to bloom. It means that when you get them home you’ll have the pleasure of them opening and also they’ll last that bit longer.
The daffodils are grown on land reclaimed from the sea, which creates a flat landscape with silty, nutrient rich soil.
The land James farms is next to the wash in Lincolnshire about a mile away from the sea which means it’s quite a temperate climate here.
James is the agronomist on the farm. Basically he's the veg doctor. He's been working on this farm for 4 years and been working with veg for the last 15 years. The farms around 15,000 acres in the Lincolnshire wash about a mile away from the sea.
The harvesting team start at dawn, get the orders so the products back in cold store before the heat of the day. The veg can be in store on the Lidl shelves within 48 hours.
The soil quality here on the farm is probably the best in the UK, really rich in minerals and perfect for growing vegetables. This means the kale is very nutritious and packed full of anti-oxidants.
The land surrounding the wash has been reclaimed from the sea and so it's full of minerals and nutrients, which makes it some of the best growing land in the UK.
We’ve been working with James for 10 years, so it’s a really good relationship between the farm and Lidl.
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.
Debbie features in the turkey ad. She is a receptionist from Spinningfields in Manchester. She had the below concerns we wanted to address:
“I imagine Lidl’s farm is a like a prison for turkeys.
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."
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 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.
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.