Farmer lands huge deal

A Shropshire farmer has won a contract worth up to £3 million a year in sales to supply one of the country's leading supermarket chains with food which is locally produced.Rob Ward, of Green Fields Farm, Donnington, Telford, is launching about 160 lines of locally produced food into 13 Asda stores in the West Midlands.

Produce including meat, wine, beer and home-made cakes will be on the shelves from this weekend.

Mr Ward said the contract was worth £2 million to £3 million a year in sales of local foods - the largest in the region with Asda.

In June, the farm began a three-month trial with the supermarket chain, supplying about 50 lines to the firm's three Shropshire stores in The Border, Telford centre, St Georges Road, Donnington and Old Potts Way, Shrewsbury.

But a contract has now been agreed for 160 lines, representing a three-fold increase in products and in stores in which they are sold.

The lines are sourced from producers in Shropshire, Staffordshire and Worcestershire.

Mr Ward described it as wonderful news for farmers and consumers.

"This is a very exciting development for people who want to buy good quality local food but struggle to find time to visit their local farm shop," he said.

"You are able now to go in Asda stores all around the region and pick up what is more than 160 lines of locally made and locally supplied produce."

Other produce includes eggs, bacon and sausages.