South Devons brand
South Devons brand
BEEF guaranteed to be from pure-bred South Devons is now being marketed under its own brand to butchers, pubs and restaurants in the south-west and London.
Only pedigree South Devons produced by members of the South Devon Herdbook Society are eligible for the scheme. The society has created the brand and provides point of sale marketing materials featuring the "Tops for Taste" logo to authenticate the breed.
The regional image is enhanced by using the south Devon-based, farmer-owned Triple S company to process, pack and sell the meat.
The deal with Triple S includes a 10p/kg premium for R4L carcasses and more for higher grades with no upper weight limit.
Speaking at the launch of the scheme this week, society president Jerry Horsman said it had been a pipe dream for years to get a South Devon brand established, but now locally produced, locally sourced food was the future. *