Local Lamb Farmer Enjoys The Bigger Picture
 Wiltshire sheep farmer, Jim Dufosee, is enjoying new-found celebrity following his role in the new-look Waitrose press advertising campaign. Jim, who was the first supplier to star in a range of national publications including Observer Food Monthly, Country Living and BBC Good Food Magazine, is one of a small specialist group of farmers who exclusively supply Waitrose with fresh English lamb.
The advertisement features a picture of Jim, who has been supplying Waitrose for more than 12 years, and his flock of Dorset breed sheep to highlight Waitrose’s ongoing commitment to farmers who supply high- quality produce. In recognition of this quality, dedication and focus on high standards of welfare and care, Waitrose pays a premium for the lambs he and other Waitrose farmers produce. This means Waitrose farmers benefit from a secure market and confidence to invest in the future for their farming operations. In doing so, Waitrose is able to offer unique long-term supplier relationships based on trust and respect, resulting in top quality produce for its customers.
Jim Dufosee is no stranger to the Waitrose spotlight. His hands, resting on a shepherd’s crook, have already appeared in a Waitrose press advertisement and he and his dog, Mog, made it on to the small screen for the English lamb television advertisement. “But I’m not that famous,” he insists, “and I’m still not that comfortable in front of the camera!”
Famous or not, Waitrose lamb buyer, Aaron James, is proud of the success of all of his sheep farmers. “There are many occasions throughout the year when we meet with our farmers and suppliers to share knowledge and discuss the challenges facing us all. We value the relationships we have with our lamb suppliers as it means we understand our farmers’ needs and they in turn understand what our customers want.”
“New Seasons Lamb” is available on the Waitrose Service Counter and is priced from £3.99 per kg for Shoulders, £10.49 for Partly boned Whole Legs and £14.99 per kg for Loin chops.
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