HROC (agency) - Kubota
Farminguk
26 May 2016 | Online since 2003
Auto Trader Ltd


18 October 2011 17:07:43|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.

Download





13 Comment


loginuserlogo
Name

Please enter your name


Email

Comment

Please enter your comment


Post Comment

Your comment submitted successfully.Please wait for admin approval.


Comments

World News

New Zealand | 26 May 2016
Milk price prediction means prolonged doubt for farmers

Farmers are resigned to another tight season after Fonterra confirmed its milk price at $4.25 for the coming season. Dairy chairman Andrew Hoggard said: "Many were hopeful of a price in the vicinit...


Canada | 26 May 2016
Alberta's farm safety talks are missing farmers

Alberta's controversial farm safety bill is set to be examined by consultants next month — but only 30 per cent of group are actual farmers. Agriculture Minister Oneil Carlier and Labour Minister C...


France | 26 May 2016
French poultry firm LDC sees tougher year ahead

France's largest poultry processor LDC on Wednesday forecast a slight fall in operating profit for its 2016/17 financial year, citing weak demand and the risk of higher grain costs. Poultry demand ...


USA | 26 May 2016
John Deere earnings review: Weakness in agriculture

The continuing downturn in the global agriculture industry along with the weakening of construction equipment market has been impacting the performance of John Deere DE +1.07% for the last few quarter...


Australia | 26 May 2016
Australian dairy farmers rally against low milk prices

Struggling dairy farmers and their families have paraded through the streets of major Australian cities to protest against the low milk prices driving them out of business. Hundreds of angry farmer...



Trending Now

Viewed
Discussed

Farms and Land for sale

PropertyLocation
PropertyAgent
PropertyMinimumPrice
PropertyMaximumPrice
PropertyCategory

Holiday Rentals search

AccommodationKeyword
AccommodationType
AccommodationCounty
AccommodationStarRating


Top stories you may have missed
closeicon
Username
Password