A new line of farm-assured beef has been launched by Weddell Swift in collaboration with processing firm Dawn Meats.
Matured English Beef will be a high-quality red meat range available to butchers, Weddell Swift told Meatinfo.co.uk.
Butchers will receive a manual describing the various cuts of the beef that are available as well as promotional material, such as posters and pamphlets, to attract awareness of the brand, the company stated.
According to Mark Garner, the sales manager at Dawn Meats, the brand is already proving to be a success.
“We’ve had fantastic feedback from those select butchers and are experiencing growth in sales and demand for the full range already,” he remarked.
The focus on quality by the two companies will result in meat with “excellent traceability and continuity of supply”.
South West Specially Selected Beef and South West Specially Selected Lamb have been introduced by Tican Chilled and Jaspers already this week.