Shorthorn Cattle Society to supply beef to Morrisons
After six years in the works, the Shorthorn Cattle Society will be supplying beef exclusively to Morrisons for an undisclosed sum.
The beef, which will initially be available in selected stores before spreading out throughout the nation, will be presented as steak, joints and minced meat.
“We produce beef shorthorns, and the fact they are branding it is a huge thing,” said the society’s chief executive Frank Milne. “To get branded beef into a major supermarket is a huge recognition for the breed and, of course, it’s great for us in that it increases the popularity of the breed and we’re getting more and more beef shorthorn registered with the society and out in the commercial herds.”
Until 2004, the animal was classified as a rare breed. Morrisons has been given exclusive rights to use the Shorthorn Cattle Society’s logo to give it genuine integrity. Milne told Meat Trades Journal he was “delighted” with the support the society has received from the supermarket. “It’s good to see that Morrisons is supporting native British beef.”
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