Based around a website of the same name, BritishAngus.com will sell to customers in the UK and overseas. Angus breeder and co-founder Paul Westaway said there was a huge and unfulfilled market for Aberdeen Angus beef, and the livestock and production chain behind it.
“We want to be in a position to satisfy that market with the British product, whether it be for breeding cattle and genetics or cattle for rearing and beef,” said Westaway. “I am not convinced that the prospective customer knows where to come to acquire these things.”
Westaway said there was demand for livestock, semen and embryos and that international visitors were already booked on Angus buying tours of Britain. Other prospective clients were likely to be chefs and restaurateurs sourcing meat, or British farmers wanting semen, embryos, baby calves, store cattle or breeding stock. Lists of livestock and genetics available for sale, as well as a range of technical sections on rearing, profitability, meat quality and cooking, will also be featured on the website.
The company is supported by Blade Farming – one of the largest beef farming operations in England with 16,000 farmed cattle. Said MD Richard Phelps: “Around 30% of our volume through Blade is currently pure or cross-bred Angus, but I know we could increase that to 80% – and that’s without any promotion, which we daren’t currently do. For us, this means we could process 400 more Angus each week than at present, based on the demand we currently have.”
Ron McHattie, chief executive of the Aberdeen Angus Cattle Society, said anything that was market-oriented and high on service provision would definitely grow demand for the Aberdeen Angus in its members’ herds.