Birds Eye commit to British and Irish meat

Frozen food giant Birds Eye has announced a new commitment to British and Irish sourcing for all its beef products.

In an interview with The Grocer magazine, the company’s UK and Ireland MD Andy Weston-Webb said the new sourcing policy would apply to burgers from this month, ready meals to follow later in the year and all beef products only using British and Irish meat by the first quarter of 2014.

Birds Eye was one of the many companies involved in the horsemeat scandal with a number of ready meals testing positive for horse meat DNA.

Weston-Webb told The Grocer the horsemeat scandal was a wake up call to both his company and the industry, but said consumers still continued to trust the Birds Eye brand.


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