Frozen foods giant Birds Eye has committed to source all its beef from UK and Irish farmers, in the wake of the horsemeat scandal.
The company has pledged to use 100% UK and Irish beef in all of its burgers from the end of June, with the sourcing policy extended to all other beef products – ready meals, pies and roast dinners – by the end of the year.
In addition, from September all Birds Eye beefburgers will have new labelling to show the company’s commitment to only using red meat from UK and Irish farms.
At the beginning of the year, the company was caught up in the horse meat scandal when it withdrew three of its ready meals from the market after a product in Belgium, made by the same supplier, tested positive for horse DNA. Thereafter, two of those withdrawn products were found positive for horse DNA.
“Birds Eye is proud to announce its commitment to source 100% of its beef from UK and Irish farms,” said managing director of Birds Eye UK & Ireland Andy Weston-Webb.
“Back in March, we introduced a new DNA testing regime into our beef supply chain, which we believe is one of the best in the industry.
“Our commitment to use 100% UK and Irish beef reinforces why consumers can trust Birds Eye. With the start of summer, consumers have every reason to put a Birds Eye beefburger on the BBQ – they taste great and the beef is from UK or Irish farms.”