Western Morning News
Retailer looks to the West for new finishers
SOUTH West farmers finishing Beef Shorthorn-sired cattle will have the opportunity from March 2021 to supply the Morrisons Shorthorn Beef Scheme and receive premiums of up to 30p/kg.
Due to the growing volumes of Shorthorn-sired cattle located in the Cornwall, Devon and Dorset area, a collection centre will be held once a month, to supply prime cattle into Woodheads Spalding abattoir. Transport will be arranged via Woodheads at a discounted fee.
The Morrisons scheme currently sources cattle on a weekly basis across central England and Scotland to supply the Shorthorn Beef brand throughout its UK stores.
Jessica Tomley, livestock buyer at Woodheads, Morrisons, said: “As the initiative is continuing to expand and build momentum, we are now actively looking for new farmers to join our producer group across the South West of England. Morrisons has worked with the Beef Shorthorn Cattle Society for the last decade to help grow the breed and generate a sustainable partnership.
“We look forward to developing further new relationships.”
All steers and heifers under 30 months and sired by a registered Beef Shorthorn bull will be eligible for premiums of up to 30p/kg. They must be Farm Assured, within the 270kg to 400kg deadweight range and O+ to -U, fat class 3 - 4L.
Martin Reynolds, from the Beef Shorthorn Cattle Society, welcomed the new opportunity for South West finishers to be part of the Morrisons and Woodheads supply chain, with Morrisons the only UK supermarket to retail Shorthorn beef.
He added: “It’s a development that reflects the company’s long-standing commitment to the Shorthorn breed and an offer that also features new logistical benefits throughout the supply chain.”
Shorthorn beef is characterised by marbling which in turn influences its consistently great taste.
For more information about the Morrisons Shorthorn Beef Scheme or to book in cattle, please contact Jessica Tomley on 07814 075468 or send an email to Jessica.tomley@ morrisonsplc.co.uk