Morrisons introduces traditional beef range
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.
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