SHOPPERS in the region can support local sheep farmers by buying Northumbrian lamb from today.

Safeway has announced it will be selling the lamb in stores across the North-East and throwing a lifeline to the foot-and-mouth hit industry in an area where livestock markets remain closed.

"As one of their biggest customers, we have a responsibility to help where we can," said Safeway meat manager Mike Ware.

Mr Ware said that he was aware that this had been one of the hardest years for the farming industry and that the initiative would offer a consistent market to sheep farmers.

The retailer plans to be the first to put Northumbrian lamb back on supermarket shelves and hopes to buy up to 1,000 lambs a week.

Safeway's Northumbrian lamb supplier, HM Bennett, has welcomed the news. Sales director Dennis Hobbs said: "Given that this was one of the hardest hit areas with foot-and-mouth this year it is great news that we can support the local farmers in this area."

The meat, which will be sold in branded Northumberland lamb packs, joins Safeway's range of regionally sourced products including Welsh Mountain lamb and West Country lamb.