A Cumbrian herdwick sheep farmer is starring in a new campaign by Booths.
Eric Taylforth, a herdwick farmer from Great Langdale, is appearing on a series of posters for the family-run company within its 26 stores.
The pictures show Mr Taylforth working on his stunningly-located Millbeck Farm with his Lakeland herdwicks. They can be found among the aisles of Booths stores as part of their autumn ‘Welcome to Booths Country’ campaign, which highlights the local seasonal produce available in stores.
Sarah Burns, senior marketing manager for Booths, said: “We have chosen Eric Taylforth to be part of our autumn Welcome to Booths Country campaign because he typifies the excellent local producers we are proud to support.
“Cumbria is a very important part of Booths Country and the herdwick sheep, such as those farmed by Eric, are integral to maintaining the Lakeland landscape as we know it.
“The herdwick meat which we stock in Booths has a lovely and unique flavour and people who buy it are helping to support upland herdwick farmers like Eric.”
Alongside posters of Eric, Booths customers will also be treated to mouth-watering images of dishes made from seasonal autumnal food available in stores.
Eric said: “Booths have put herdwick meat in their stores for most of the winter and it makes it more available for people – particularly in areas like Lancashire which is where we get a lot of our visitors to the Lake District from.
“They are a tremendous firm who help local suppliers like me and I am happy to be on the posters as I hope it will gain more recognition for herdwick meat. There is nothing like it, it is altogether more gamely than conventional lamb.”
The posters and the campaign will run in all 26 of Booths stores up until November 9.
Booths will be opening its latest store within the county in Penrith in November. The company is currently recruiting general assistants and specialists for its Penrith store.