Yorkshire butcher completes rebrand

R&J Catering Butchers, one of the catering butchers in the country to maintain its own herd of cattle, has changed its name to R&J – Yorkshire’s Finest Farmers & Butchers and introduced a new logo featuring a white rose as an emblem of its Yorkshire roots. It has also introduced a new livery for its fleet of delivery vehicles, uniforms for delivery staff and a new website.

“We are entering a brand-new era with an altogether sharper identity and a much clearer and defined focus on where we are going as a business,” explained general manager Ryan Atkinson, son of the founders, husband-and-wife Robert and Jo Atkinson, who established R&J Catering Butchers on the family farm in 1978.

The business also unveiled its Waterford House Farm brand, a new signature range of high-end meat products.

Commenting on the brand, Atkinson said: “It conveys the importance we place on the quality and flavour of prime beef straight from our own pastures, supplemented by other prime meat, poultry and game products supplied through our co-operative members. These are local farmers and estates – most within 15 miles of our headquarters – who we have worked in partnership with since our formation, all chosen for their focus on taste, free grazing and animal welfare.”
 
This year, R&J embarked on a £250,000-plus investment project to double the size of its 5,000sq ft EU-approved Longswales Lane meat production unit, a project due for completion early in 2012.

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