Last updated 12/02/2007
The Celtic Pride Premium Beef project has been developed by Welsh Meat Company in collaboration with Castell Howell Foods and Wynnstay Group in an equal partnership to benefit the red meat sector in Wales
This project is a genuine food-chain initiative and is successfully producing and supplying premium cuts of Welsh beef to the foodservice and retail sectors. Celtic Pride Premium Beef is a premium product which is charged at a premium price.
Welsh producers – all Welsh Meat Company members, adhere to a protocol which is bespoke to the project and assisted by the Institute of Grassland & Environmental Research in Aberystwyth who provided their continual research to complement it. Producers in this project are rewarded for their stockman ship skills and quality rearing by the premium that they obtain for their cattle.
This quality branded beef has been welcomed into a large number of quality hotels and restaurants across Wales and West of England as focus has been on supply to the foodservice sector. However, there are also a selected number of quality retail butchers who supply this branded beef to home consumers.
The above has all been achieved thanks to co-operation, dedication and partnership working between three leading Welsh agricultural businesses involved in a real supply chain initiative. These Celtic Pride Welsh beef products have generated approximately £3 million worth of additional sales in 2005 which directly influences the Welsh farming industry. We are secure in the knowledge that the quality of our beef is equal to the very finest beef in the UK. Our product delivers taste, value & consistent quality
Key Points
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Three Partners - Celtic Pride Limited, Castell Howell Foods Limited and Wynnstay Group plc.
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Strict producer protocol developed in conjunction with beef research carried out by IGER
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Produced to the highest standards
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Only the finest Welsh beef is eligible
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Matured for a minimum of 21 days
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Boned in a craftsman operation
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Complete traceability from farm to customer
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Premium price for premium quality product
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THE ONLY WELSH FULLY BRANDED BEEF AVAILABLE IN WALES
