18-10-2011 17:07 PM | News

Morrisons introduces traditional beef range



Morrisons will this weeklaunch a new range of beef from traditional British breeds of cattle historically renowned for their flavour and texture.

Two hundred British farmers have been recruited by Morrisons to produce this ’traditional beef’ using the same feeding formula, outdoor rearing and breeds of cattle.

The commonly used beef cattle in the UK are of French origin. In contrast, the native British breeds, such as Shorthorn, Hereford and Aberdeen Angus, selected by Morrisons are slower growing and smaller and, due to evolving in a British climate, developed a ’marbling’ to their meat (with the primary aim of keeping warm). It is this marbled texture that delivers a greater depth of flavour and tenderness to the beef.

The beef premiering in stores this month is the culmination of over three years of work at the Morrisons Farm at Dumfries House in Scotland: a joint venture between the company and HRH The Prince of Wales and heralds the start of Morrisons’ commitment to nurturing and popularising its own, British breeds.

Morrisons has developed a ’rearing formula’ at its farm to rear cattle that produce a beef with a consistently high eating quality. This involves:

• A special diet of natural ingredients created by Morrisons’ agriculture experts.

• Using native British breeds of cattle renowned for their eating quality.

• A 21 day maturing process on the bone to bring out the rich flavour of the beef.

Morrisons is also committed to making traditional British breeds more popular, some of which are on the endangered list.

Andrew Loftus Farm Operations Manager at Morrisons said: "We have worked long and hard to produce this exceptional beef. Producing beef of this quality requires close relationships with farmers, a method for rearing the best cattle and a maturing process that tenderises the meat and brings out its flavour. We think we’ve got this formula spot on."

Morrisons is currently working with 200 British farmers producing this ’traditional beef’: about 100 in England, 30 in Wales and 70 in Scotland, including its Morrisons Farm at Dumfries House in Ayrshire.

The cattle will always be raised outdoors, where their diet is mainly grass and their mother’s milk. However for the last three months of their lives, the traditional breed cattle are fattened using Morrisons’ specially developed diet. The natural cereals in this diet help the animal to lay down a little extra fat. This produces the marbling in the beef and is important because most of the flavour in the beef is found in the fat.

The product has been independently tested to show that it is as good as, if not better than, any other supermarket’s range.

Traditional British breeds include the Beef Shorthorn, Hereford and Aberdeen Angus. In total, 19 different breeds are included in the Traditional British Beef scheme.

Morrisons’ fresh beef is British, all year around. Just like its fresh lamb and fresh pork. No other major supermarket can claim the same.

Traditional British Beef will be launched in Morrisons stores on October 17th and the range will include:

• Prime steaks dry aged on the bone such as sirloin, rump, ribeye and fillet

• A range of new steak cuts such as the Denver steak, Flat Iron, and the Bullet

• Traditional roasting joints such as the corner cut of topside and salmon cut of silverside.

• There will also other be products such as burgers and meatballs which make best use of the animal’s carcass.

Comments

20-02-2013 08:51 AM | Posted by Barry Webb
I asked at Butchery Dept from what part of the
animal the Bullet Steak is from and how does it
eat also the Denver steak He could not answer this, so a bit of product information would go a long way.
I bought 2 Flat Iron steaks in M&S have a look at pk and description very good
20-02-2013 18:31 PM | Posted by carly
I have just tried morrisons bullet steak and must say it was fantastic, will be purchsing this again very soon!!
well done morrisons just goes to show british really is best
14-03-2013 21:55 PM | Posted by michelle culshaw
Just tried bullet steak from morrisons very nice and good price
30-07-2013 13:15 PM | Posted by Penny Pattison
If this very tasty meat is from 'traditional british cattle', why give the steaks american names?
27-09-2013 11:20 AM | Posted by Leigh Larigo
Penny, probably because if they were labelled 'from chuck or flank' you would be less likely to purchase.
I agree that the butcher should be able to give advice as one tends to cook fore and hindquarter beef in different ways, and the consumer would need this information
13-12-2013 19:45 PM | Posted by Maureen G. Millar
I tried to order Bullet Steak joints in Morrison's, Kirkcaldy today for a family party on 27th December, but was told it had been discontinued. As this store has only been open from 2nd December, and I bought a piece of bullet steak on 6th December I fail to see why anything could be deemed unpopular in such a short time.
14-12-2013 09:45 AM | Posted by mike
"The cattle will always be raised outdoors."
Unfortunately, this inflexible dogma causes instances of poor animal welfare which are avoidable. There are periods in any year when the welfare of stock can be improved by housing them. And what about the 50% losses of new-born pigs on outdoor units last winter?

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