Pioneer is marketing beef from the Mey Selections brand to its foodservice customers - a brand which is endorsed by Prince Charles.
A spokesman for the company said this further enhanced Pioneer's reputation as a supplier of regionally-sourced meat begun by the Lakeland brand in the North West of England six years ago.
Prince Charles, Duke of Rothesay, officially launched his North Highland Initiative (NHI) in the region of Caithness last August and with it North Highland products and the royal Mey Selections brand.
Pioneer says the beef has been well received by key long-term customers the McMillan family who run a number of hotels in South West Scotland and the borders.
Pioneer's sales director, David Jenkins, said: "While the range of products under the Mey Selections brand is still in its infancy, we have been selling its beef to the McMillan family for the last six months.
"It's a local food initiative and we're pleased to be able to help producers in the north of Scotland. The beef, which has been specially hung and matured on the bone to improve the tenderness, is well marbled with fat to add to the taste."
Hamilton McMillan, general manager of the family company, said: "As a Scottish hotel group, we are actively sourcing Scottish produce, and Mey selection is exactly what we are looking for - and our chefs and guests are delighted."
Gavin Davidson, managing director of Dunbia in England and who has worked closely with Pioneer on its Lakeland brand, said: "Among the reasons Pioneer was chosen as our partner in marketing the Mey Selections beef and lamb is that it is a long-standing company which guarantees continuity and is of the highest integrity which is of paramount importance when you are trying to develop a brand and gain confidence in it."
Mey Selections beef and lamb products are produced exclusively by Dunbia at a dedicated facility in Royal Dornoch, situated in the county of Sutherland in Northern Scotland.
Garry Cronie, Dunbia's managing director for Scotland, said: "Dunbia is particularly pleased to have the support, the integrity and the clientele that comes as a package when trading with Pioneer Foodservice.
"The management team at Pioneer has played a crucial role in the early development of Mey Selections and the brand launch into the food service market.
"As trading partners we look forward to 2007 as we continue to develop the market for premium beef and lamb."
(Picture shows, left to right, Pioneer sales director David Jenkins presenting the Mey Selections certificate to Hamilton McMillan of McMillan Hotels with Dr John Strak managing director of Mey Selections.)