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Co-operative Group to use Hereford beef in premium Truly Irresistible range

The Co-operative Group is to use beef from Hereford cattle in its premium Truly Irresistible range as part of a supply arrangement that could revive the traditional British breed’s popularity.

GENERAL MERCHANDISE

Co-operative Group to use Hereford beef in premium Truly Irresistible range

The Co-operative Group is to use beef from Hereford cattle in its premium Truly Irresistible range as part of a supply arrangement that could revive the traditional British breed’s popularity.

The retailer has announced a partnership arrangement with UK meat processor Dunbia, which will supply the beef through a dedicated Hereford producer group. The group will open to all farmers who meet the criteria to take part in the scheme. 

Hereford beef will be sold in Co-operative Food stores in England, Wales and Northern Ireland from April. 

Matt Hood, head of chilled at The Co-operative Group, said: "All our fresh beef is 100% British. This producer group scheme for premium beef is a great step forward, and will enable us to offer our customers a consistent, quality product by working closely with our partner farmers to ensure even more robust supply chains and traceability. 

"With its acknowledged eating qualities, Hereford beef will be a great addition to our premium Truly Irresistible range."

Lending his support to the scheme, Richard Mann, chairman of the Hereford Cattle Society, said: "Hereford is one of Britain’s finest native beef breeds and we welcome this decision by The Co-operative Group to champion our breed as part of its premium range. Hereford cattle produce naturally marbled beef, which is succulent and full of flavour. 

"This scheme offers a joined-up development approach and long-term commitment to the Hereford supply chain.  This will deliver both a profitable return for farmers and high-quality, traceable British beef for the consumer." 


 

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