Family launches Three Dale brand

A FAMILY-owned wholesale butchers in Ilkley, West Yorkshire, is launching the Three Dales brand for independent butchers to promote locally produced beef, pork and lamb.

Rowland Agar, which has been in business for 35 years, supplies pork, beef and lamb to 80 independents from Harrogate to Burnley with the majority based within a 25-mile radius of Ilkley.

Three Dales branded pork, lamb and beef will be sourced only from family farms in the Wharfedale, Airedale and Nidderdale area. Buying locally also means that the livestock do not travel long distances.

Director, Stephen Agar, said: "Our research showed that a guarantee of local provenance is being progressively demanded by consumers and Three Dales will meet this need. We believe we are one of the first meat wholesalers to launch a brand which guarantees locally sourced meat and the response from the trade has been very enthusiastic. Butchers are confident that Three Dales will help them compete effectively with the powerful supermarkets." One of Rowland Agar's customers, Tony Woods who has a shop in Guiseley, said: "The meat trade has gone through difficult times during the last few years and people need to be confident that the meat we sell is sourced from local farms and is of top quality. "

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