A group of livestock farmers, supported by Prince Charles, has joined forces to create a premium red meat brand for quality native breeds grazed on Dartmoor.

The 34 farmers, who produce 10,000 lambs and 2000 cattle a year, formed the Dartmoor Farmers' Association in April, and plan to create a premium brand for fresh and processed beef and lamb produced within the National Park. The move follows two-and-a-half years of discussion through the Dartmoor Hill Farm Project, set up by the National Park Authority in 2003.

"There appear to be too many people who are getting the pickings from the work that is done in the hills," said Philip Coaker, chairman of the Dartmoor Farmers' Association.

"At current prices farming in the hills is not sustainable, which will equal no management of the countryside."

But a report commissioned by the group revealed that the area's high level of tourism and demand for local food meant there was a strong market for Dartmoor-branded meat.

The Association approached Business in the Community for help, and received a number of pledges of support in kind from its business members, as well as a cash sum from the project's patron, Prince Charles. "This will help pay for the first year of employing a Business Start-Up Manager," said Mr Coaker.

Members must be farm assured and entered into either the Entry Level or Higher Level Stewardship schemes. "We are going to focus on native breeds, and are looking for a profitable premium."