ALDI is set to boost its range of locally-sourced produce by launching a new range of Welsh beef, which will be available exclusively to shoppers in Wales.

The new range is available in more than 50 Aldi stores across the country from today (February 12).

It will comprise of 13 different products, including a selection of fillet, ribeye and sirloin steaks, both 28 and 21-day matured, as well as roasting joints and diced beef, giving shoppers more opportunities to enjoy locally-sourced produce.

The new range of Welsh beef is sourced from farms across Wales, including Plas Yn Rhal Farm in Llanbedr DC.

The farm, which has been owned by the Jones family for more than 70 years, breeds more than 320 cattle and is hoping to grow its herd further as part of the new supply deal with Aldi.

Jacob Sedcole, from Plas Yn Rhal Farm, said: “It’s fantastic to see Aldi championing local suppliers in its stores across Wales.

"We have a proud heritage of producing the best quality Welsh beef and we’re proud to have the opportunity to showcase this with Aldi.

“Working with Aldi will enable us to grow our business while remaining true to our values, including ensuring the highest welfare standards for all our cattle.

"We look forward to developing a long and prosperous relationship with them, and delivering beautiful Welsh beef to our Welsh customers.”

Speaking about the launch, Minister for Environment, Energy and Rural Affairs Lesley Griffiths AM said: “Aldi’s decision to stock PGI Welsh Beef is a ringing endorsement for the industry.

"It is important to give customers the opportunity to buy Welsh produce and shop locally, so to see Welsh beef getting a foothold at a leading supermarket like Aldi is something to be celebrated.”

Julie Ashfield, managing director of buying at Aldi UK, added: “We’re pleased to be able to exclusively offer our Welsh beef range for customers to enjoy.

"We remain committed to championing Welsh quality and will continue to work closely with suppliers across the country, such as Plas Yn Rhal Farm, to meet our shoppers’ demand for locally-sourced produce.”

Speaking after the official announcement was made, Farmers’ Union of Wales deputy president Ian Rickman said: “This is a most welcome step in the right direction.

"Given the uncertainty our farmers face over future trade deals, supporting local suppliers is key to ensuring we have thriving, sustainable family farms here in Wales.

“Farmers in Wales produce excellent, sustainable, quality PGI Welsh Beef and PGI Welsh Lamb and we are confident shoppers won’t be disappointed by the new range.

"I can only encourage other supermarkets, restaurants, cafe’s and anyone else who is involved in the food supply chain to follow suit.”

The deputy president also used the opportunity to remind the Welsh Government that the decision to leave the EU presents an opportunity to revisit procurement laws and policies.

“Aldi is setting an outstanding example with their commitment and I urge the Welsh and UK Government to remember that we now have an opportunity to revisit procurement laws and policies in a way which ensures public bodies also lead by example in terms of supporting local, Welsh and UK food and farming businesses.

“We must place further emphasise on the benefits of local procurement and work to ensure that the principles laid down in the Plan for Local Procurement are adhered to in a way which results in investment in and benefits to UK businesses.

“It can’t be stressed enough that we need to instigate procurement policies which encourage the creation of new companies and cooperatives which allow smaller businesses to tender for procurement, in order to bring benefits in terms of local employment and redressing imbalances that currently exist throughout the supply chain.”

NFU Cymru has also welcomed the announcement.

NFU Cymru livestock board member Jonathan Huntley said: “The commitment from Aldi to stock PGI Welsh Beef in all of their Welsh stores is very welcome news for the livestock industry here in Wales.

"It is great to see the supermarket backing the industry in this way and recognising the high welfare and environmental standards that PGI Welsh Lamb and Beef are produced to.

“This commitment comes at a time of uncertainty for the Welsh agricultural industry with our future trading relationship with the EU27 post 2020 yet to be decided, therefore Aldi’s move to PGI Welsh Beef provides some welcome news to farmers across Wales.”

Gwyn Howells, chief executive of Hybu Cig Cymru – Meat Promotion Wales, added: “A commitment by a major supermarket to stock a wide range of branded PGI Welsh Beef products is great news for consumers and for farmers.

"It’s a vote of confidence in the quality of the product, and shows the demand for local food, produced in Wales’s distinctive environment which is perfect for sustainable beef production based on natural resources.”