How genomic testing is helping farm target beef to premium markets
© MAG/Emma Gillbard Genomic testing is helping Wiltshire farmers Nick and Lucy Tyler – Farmers Weekly‘s 2024 Mixed Farmers of the Year – match each beef animal to its optimal market and target premium meat cuts.
Their 375-strong herd of Wagyu-cross beef cattle is genomically tested to assess eye muscle area, marble score, subcutaneous fat depth and daily liveweight gain.
The Wagyu Feeder Check test is a simple DNA ear notch test.
See also: High-selenium diet helps to boost heifer fertility
Farm facts
Kingsplay Farming, Wiltshire Downs
- 850ha mixed dairy, beef and arable
- Cropping includes 400ha combinable crops, 250ha grassland and 175ha other forage
- 375 Wagyu-cross beef cattle and 500 dairy cows
- Selling milk to Muller M&S and marketing beef cattle under own-brand label
Scores are combined into a cumulative index out of 100, helping Nick and Lucy make informed decisions about which animals should be finished for longer to hit premium cuts, and which are better suited for processed or value-added products.
“It gives us confidence that every cut is going to meet our customers’ expectations. If an animal has high marbling potential, we’ll give it more time to finish,” Nick explains.
Animals with strong marble scores and desirable subcutaneous fat depth are finished later (at about 29 months), allowing marbling to fully develop.
Lower-scoring animals are finished at 24 months, helping reduce feed, housing costs and the farm’s carbon footprint, without compromising marketability.
Nick and Lucy Tyler © Kathy Horniblow
These are routed into more cost-effective products such as burgers or a growing range of salami and cured meats.
“We’re more efficient with resources. We’re not keeping cattle on feed that won’t hit the premium, and when we do keep them longer, we know it’s worth the investment,” says Nick.
Why Wagyu?
The Wagyu venture at Kingsplay Farming began five years ago with a trial of 10 artificial insemination (AI) straws and a shared love of barbecuing at the mixed dairy, beef and arable farm near Calne.
Nick and Lucy moved away from British Blue semen in favour of Wagyu across their 500 head of Holstein-Friesian dairy cows to optimise calving ease and improve beef profit margins.
Their initial interest has evolved into a major diversification project, with a dedicated brand that sells everything from Wagyu steaks and roasting joints to mince, brisket, and even bresaola – an air-dried, salted beef.
Beef is marketed in-house under the farm’s own brand, Kingsplay Wagyu, which has helped to secure substantial premiums. The pair have formed a close partnership with farm shops in the south of England.
© Kingsplay Wagyu
Scaling up production
Over the summer, 50 cattle will be ready for slaughter – a significant step up in cattle numbers coming through the system.
With more animals and greater recognition for their brand, Nick and Lucy are focusing on maintaining quality as they scale up.
That includes being selective with where their beef is sold, ensuring the product aligns with their values and customer expectations.
“As we grow the business, it has to be in a way that protects what we’ve built,” Lucy adds.
“We want our story to be transparent and consistent for our consumers. We put the animal and the end-product first.”
Adding value to every cut
Another point of pride for the couple is that all starch in the post-weaning ration is home-grown, contributing to a closed-loop system.
This not only gives them control over feed quality and cost but aligns with their brand ethos of transparency and traceability.
“People want to know where their food comes from. With Kingsplay Wagyu, we can tell them everything – from the genetics to the final product,” says Lucy.
One of the successful offshoots of the enterprise has been a joint venture with a salami company, which has transformed lower-value cuts into high-end charcuterie, with up to a 400% premium.
In addition, their non-chilled salami range, which can be easily shipped to suppliers and direct customers, has opened up a new avenue for online retail.
New on-farm classroom helps promote agriculture
Promoting UK agriculture is a real passion for Nick and Lucy Tyler.
They run a school visit scheme, which aims for each pupil from two local schools to visit their farm once a year.
They hope to recruit additional schools over the next few years, and are also trying to roll out the scheme to their farmer cluster group, the Pewsey Downs Farmers Group, with the help of its group leader, Simon Smart.
The Defra-funded Farming in Protected Landscapes (FiPL) programme has funded the construction of a new on-farm classroom, purchase of a countryside people carrier and a toilet block with hand-washing facilities.
The FiPL programme supports farming and land management activities that make improvements for nature, climate, people and places in England’s Protected Landscapes.
“Farm visits enable us to engage with children, staff and their families.
“The funding has been invaluable in ensuring we offer our visitors the best possible experience,” says Lucy.
Farm agroforestry project receives full funding
Nearly 1,600 fruit, nut and native trees have been planted at Kingsplay Farming as part of an ambitious agroforestry initiative.
The design uses a range of agroforestry techniques including alleys and roundels of trees as well as traditional grazing orchards.
© MAG/Emma Gillbard
The project was funded by a Great Western Community Forest Trees for Climate grant, which covered 100% of the costs – trees, labour for planting, fencing and tree guards – plus 15 years’ maintenance.
Set alongside a public footpath, the area is designed to encourage visitors, farmers, and land managers to walk through and experience agroforestry in action.
A key element of the project is demonstrating practical tree protection methods. A variety of tree guards and fencing options is on display, allowing for comparisons of durability and cost.
Agroforestry design
Field 1: Silvopasture and walnut rows (655 trees)
This field features six silvopasture browse alleys, where early-fruiting apples and pears are planted at 20m intervals among native browse species such as alder, hawthorn, hazel and willow.
Walnut trees are planted in the southern half of the field in 24m working alleys, so it can be used within the arable rotation if required.
Field 2: Woodland roundels and biodiversity plantings (189 trees)
This is home to five adapted roundels, based on designs by the Woodland Trust and in keeping with the natural appearance of their surrounding area.
Each roundel contains a Beauty of Bath apple tree surrounded by silver birch, crab apple, alder and willow species.
An additional browse line, as well as a trio of individual apples and a pair of disease-resistant elm trees, have been planted.
Field 3: Productive grazed orchard (54 trees)
A field previously used for grazing is now an orchard of early-fruiting apple and pear varieties including Bramley’s Seedling, Worcester Pearmain and Conference.
A 24m working alley allows for grass silage production if required.
Field 4: Silvoarable and silvopasture enhancement (459 trees)
The silvoarable area is home to seven alleys of late-fruiting apples and hazel, while the silvopasture features damson, gage, medlar, miracot (plum-apricot hybrid), mulberry, plum and quince.
Browse species have been planted around a reinstated dewpond.
Field 5: Silvopasture (240 trees)
This simple layout features three silvopasture browse alleys with species including alder, black poplar, blackthorn and willow.
The 2025 Farmers Weekly Awards
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