The United Kingdom Shorthorn Society and Morrisons Supermarkets are launching a new Shorthorn Beef brand under Morrisons “Best” range in selected stores this September.
The launch comes after 6 years of the UK Shorthorn Society working in partnership with Morrisons.
The product launch will exclusively make Morrisons the only UK supermarket to retail Shorthorn Beef and highlights its long standing commitment to the breed.
Tom Richardson, Category Director for Fresh Meat, Morrisons said: “We are proud to be launching our new Shorthorn Beef range which we believe delivers unequalled eating quality, the Shorthorn beef is carefully managed from field to fork and processed in our own meat facilities meaning that we assess quality at every stage.”
The Beef Shorthorn sired cattle are finished for the last 90 days on a specific balanced diet. Once processed, the choice steak cuts are gently dry aged, which complements the breed’s inherent eating quality and produces a steak with great favour and tenderness.
Beef Shorthorn Society chief executive, Frank Milnes commented: “We are thrilled to witness what is a landmark – the launch of the Shorthorn Beef brand, which will help to connect farming with consumers. We look forward to continuing the journey working with Morrisons to help increase the supply of Shorthorn cattle and make available this very high quality product.”
Morrison are the fourth largest supermarket chain in the UK with over 500 stores and an online home delivery service. Every week, over 11 million customers shop in Morrisons supermarkets. Morrisons is mainly food & grocery and, uniquely, source & process most of the fresh food that they sell though their own manufacturing facilities.