Weddel Swift Launches Premium Beef Brand

The beef comes from cattle raised using traditional methods on farm-assured farms. It is processed by Dawn Meats in Cardington and dry-aged on the bone for up to seven days before processing and packaging. All Matured English Beef carries the EBLEX Quality Standard Mark to confirm the beef is fully assured.

Andy Lea, regional director of Weddel Swift said: "We take assurance seriously. In addition to being EBLEX scheme members, all farms must be independently audited quality assured and be able to demonstrate high standards of animal husbandry, care and welfare.

"All farms registered as suppliers to Weddel Swift Matured English Beef are visited by skilled livestock managers from Dawn Group on an ongoing basis to ensure the correct quality animals are selected every time, resulting in excellent traceability and continuity of supply."

Butchers who stock the new range will be supplied with a dedicated specification manual for branded cuts from Weddel Swift detailing each availible cut and how it has been prepared. Posters, leaflets and tags are also available to promote the branded beef in-store.

Mark Garner, sales manager for Dawn Meats UK Ltd, said: "We've had fantastic feedback from those select butchers and are experiencing growth in sales and demand for the full range already."

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