Meat firms take advantage of West Country PGI

Jaspers and Dawn Meats have become the first companies to be able to market West Country Beef and Lamb under its new Protected Geographical Indication (PGI) banner.

The pair successfully completed an audit process, which allows them to market PGI products both domestically and for export.

The companies demonstrated their ability to meet certain criteria to bear the the West Country Beef or Lamb mark. The beef or lamb needs to be at least 70% forage-fed and come from stock born, raised and finished in Cornwall, Devon, Somerset, Gloucestershire, Dorset or Wiltshire.

Dr Phil Hadley, southern senior regional manager for Eblex, said: “It’s great to see the industry grasping the opportunity to use the newly-awarded West Country Beef and Lamb PGI.”

The European Union confirmed West Country Beef and Lamb’s protected status earlier this year following work from Meat South West (MSW), a strategic advisory body, and other organisations.

Peter Baber, chairman of MSW, said: “Interest in using the PGIs has been strong since the formal registration in February and we are delighted to see processors already making use of the PGI as a differentiator for their products. It is very encouraging to see all the hard work we’ve put in over the years prompt such as positive response and bear fruit.”

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