Asda launches Welsh beef range

31 March, 2010

Asda has launched its new Welsh beef range for its all 23 stores in Wales as part of the supermarket’s regional push of local meat in local stores.

The move by the retailer follows previous initiatives which have promoted Scottish beef in stores in Scotland and Northern Irish beef in stores in Northern Ireland.

Asda red meat buying manager Jim Viggars said: “The range will be priced similarly to other beef products in store and will be sourced from producers supplying Dawn Meats, Crosshands, in Wales.

“Welsh consumers are well known for the patriotism to Welsh produce and this Welsh beef offering will allow them to source the finest Welsh beef from Asda alongside a full range of other Welsh products.”

Products available in the range will include Topside, Top Rump, Silverside joints, fatted beef joints, Brisket joints, Sirloin, Rump, Fillet, Frying and Ribeye steaks, as well as diced casserole beef, Viggars adds. The Welsh beef products will be available in Welsh stores from April 12.

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