Internet commerce is coming to the rescue of Welsh sheep farmers, who have seen lamb prices slump to all time lows.
A group of farmers in mid Wales have set up Direct Welsh Lamb which offers joints of lamb for sale for delivery anywhere in the UK.
After trying to negotiate better prices for their lamb with supermarkets, a group of farmers decided he only way to get around the "high street cartel" was to sell it themselves on the Internet.
"We found a technically minded local to put the Web site together for us and we were in business, it really was that simple," commented a spokesperson for Direct Welsh Lamb.
Prices will be slightly higher than in the supermarket, but the group claim their meat is of a superior quality.
"We've had the trend towards organic farming, now I can really see farmers taking up ecommerce as a way of getting straight to their customers and cutting out the middleman," Angela Meredith, a welsh farmer's wife told VNU Newswire.
"We are seriously looking at it and I know many others who are - it is good news for us as we get better returns and it is good news for the consumer as they get better quality produce and they know exactly who is supplying it," she added.
The National Farmers Union is actively encouraging its members to get onto the Internet, both for ecommerce opportunities and to keep in touch in what is a relatively lonely profession.
Direct Welsh Lamb by courier will take between a week and 10 days, depending on availability, with the customer given the option of having their meat boned and jointed.
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