The supermarket chain Morrisons is looking for more Beef Shorthorn as demand increases for its Traditional Beef Scheme. It is offering a 30p/kg premium for the breed to help bolster its supply as consumers continue to enjoy local beef, in addition to the supermarket investing more in native breeds.
Over 400 animals a week are being slaughtered by the company and it expects the figure to grow even more with the premium on offer.
Caroline Thompson, from Morrisons, said the company was pleased with the quality of meat produced from the breed and expects it to eventually supply 100% of the Traditional Beef Scheme. She said: "Our ultimate goal is for Beef Shorthorn to make up 100% of our Traditional Beef weekly kill, however in order to do so, we need to expand numbers considerably; ideally we would like a dedicated supply chain featuring farmers who are willing to commit their entire crop of surplus Beef Shorthorn sired cattle to specific finishers."