Woolworths Fresh Food general manager Pat McEntee said that the consumption of lamb in Australia has plunged by 25% over the last decade due to a steep increase in prices and customer concerns about the rising cost of living.
"At Woolies, we want to get lamb back onto every Aussie dinner table so we're absorbing the total $13 million cost of this price cut over the next 12 months," McEntee added.
Woolworths plans to launch a marketing campaign aimed at increasing demand for Australian lamb. The company's latest price reductions to cuts of lamb include lamb mid loin chops; lamb forequarter chops; lamb shoulder chops; lamb cutlets; lamb racks; lamb leg roast; and lamb mince.
