RETAILER Waitrose has pledged to sell British beef from 20 native breeds as part of a move to provide farmers with greater flexibility.
The new breeds will come via the retailer's beef provider Dovecote Park, based in Yorkshire, and will include Red Ruby, Belted Galloway, Welsh Black and others.
Waitrose said the move would give farmers greater flexibility.
The roll out will apply to the retailer's whole beef range, including pre-packed products in the meat aisle, butchery counters and ready meals.
Like the Hereford and Aberdeen Angus beef already stocked, the new breeds have been selected for specific traits, such as quality and taste.
Announcing the move, Waitrose beef buyer, Oliver Chadwyck-Healey, said: "By diversifying our beef range and sourcing more from native breeds, we are able to support our farmers by providing them greater flexibility.
"It also means we can offer our customers exceptionally high quality, higher welfare beef at great value at a time when we know both price and animal welfare are so important to them.”
Comments: Our rules
We want our comments to be a lively and valuable part of our community - a place where readers can debate and engage with the most important local issues. The ability to comment on our stories is a privilege, not a right, however, and that privilege may be withdrawn if it is abused or misused.
Please report any comments that break our rules.
Read the rules here