In a groundbreaking move for local farmers, Pick n Pay and the Southern African Agri-Initiative (Saai) have partnered not only to sponsor the Lamb Champs competition but also, for the first time, to offer farmers the opportunity to sell their meat directly in Pick n Pay stores. This development provides an unprecedented opportunity for family farmers to offer their lamb meat directly to consumers, with a special in-house brand highlighting the origin and quality of their products.

From Competition to Retail Shelves

Lamb Champs has quickly grown into one of South Africa’s premier meat competitions, with hundreds of farmers participating annually to deliver the best lamb meat in the country. Thanks to the partnership with Pick n Pay, top-performing producers can now sell their meat in a growing number of stores across the country. This means that consumers are increasingly gaining access to some of the country's best lamb meat, directly from local family farmers, while farmers secure a more stable and sustainable market for their products.





“We are excited about this new step,” says Francois Rossouw, CEO of Saai. “By giving Lamb Champs farmers a direct link to consumers, we are not only expanding their market access but also increasing consumer awareness of the quality and origin of our local lamb meat. This is about more than just branding – it’s a story of family farming, hard work, and dedication.”

Exclusive Brand for Lamb Champs Meat

Pick n Pay will introduce a special range of lamb meat, branded with the Lamb Champs logo, which will be integrated into stores and packaging. This step ensures that consumers can clearly see where their meat comes from and provides a unique opportunity to support local farming.

“This initiative is a major step forward for us and for local farmers,” says Dallas Langman, Managing Executive of Pick n Pay’s retail division. “We know that our customers want the best quality meat, and with this partnership, we are bringing them exactl

📌 Pick n Pay and Lamb Champs: Family Farmers Break into Retail (Ciudad de México)
🏢 Southern African Agri Initiative (SAAI)
📍 Ciudad de México