Waitrose reports increase in veal sales following BBC TV programme

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Waitrose has reported an 18% increase in sales of veal following a feature on a BBC Countryfile programme which aimed to dispel the myths about how veal is reared in the UK.

Veal sales plummeted in the UK in the 1980s after photographs released  by animal rights campaigners showed veal calves tethered in so-called 'veal crates' where they could barely move. In 1990 veal crates became illegal in the UK.

The retailer said the programme aired on 22 January showed that the years of rearing veal in cramped veal crates are long gone in Britain. Waitrose has sold the meat for the last 20 years with all of its veal being British and high welfare, from calves reared on straw in open housing, with milk and cereal to eat.

Waitrose described the increase in sales as "significant" particularly as it sells more than half the veal sold in UK supermarkets. 

Mark Williamson, Waitrose commercial director, commented: "We're keen for customers to find out the facts behind veal – as the more high-welfare veal that is sold, then the more demand there is for otherwise surplus male dairy calves. In addition, veal is a delicious, relatively lean and extremely versatile meat.

"We have long championed the meat, and in addition to favourites such as veal escalopes, osso bucco and calves' liver, we also sell some more unusual cuts such as veal sweetbreads and veal tail – and a Heston from Waitrose veal and tartare sauce burger."

 

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