Pictured are local store manager for Lidl in Haverfordwest, Stephen Jones and managing director at Pembrokeshire Creamery, Mark McQuade try the supermarket’s new ‘fully’ Welsh milk as Lidl becomes the first retailer to sign a contract to sell milk produced and bottled in Wales in Welsh Stores.

The supermarket announced on May 9, 2024 that it is the first retailer to seal the deal with pioneering Pembrokeshire Creamery, Wales’ only BRCGS accredited liquid milk facility, and sell milk that has been both produced and bottled on home soil.

The move means that from June 1, Lidl customers in Wales will be able to pick up ‘fully’ Welsh milk products with cream to follow soon after. Welsh milk had previously been bottled in factories in England before being transported back to Wales to be sold in stores.

The deal with Pembrokeshire Creamery will aid a reduction in food miles, while bolstering Welsh farming communities and local employment at the creamery site in Haverfordwest.

Through the security of its long-term contract with Lidl, along with an injection from the Welsh Government, Pembrokeshire Creamery has invested £20 million to build the country’s only bottling facility certified to supply supermarkets, initially creating up to 80 jobs for the community.

The products will join Lidl’s existing range of Welsh produce, which includes bread, butter, yoghurt, eggs, lamb and beef.

Chief Commercial Officer at Lidl GB Richard Bourns said: "Our partnership with Pembrokeshire Creamery is testament to our commitment to offer Welsh shoppers the very best in homegrown food and drink. At Lidl we take pride in championing local producers, and this contract marks a significant milestone for the Welsh dairy sector, whilst also supporting the local economy in Pembrokeshire.”

Managing Director at Pembrokeshire Creamery Mark McQuade added: “We are very excited to have partnered with Lidl to supply their stores across Wales with milk from Welsh dairy cows, that has been bottled right here in Wales. The partnership will deliver products from farm to shelf in a more efficient way, removing the need for Welsh milk to be sent to England for bottling, before coming back to Wales.”