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Morrisons Shorthorn Beef Scheme a Working Partnership Between Morrisons and the Beef Shorthorn Cattle Society

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Morrisons Shorthorn Beef Scheme a Working Partnership Between Morrisons and the Beef Shorthorn Cattle Society FARMING Morrisons Shorthorn Beef Scheme A working partnership between Morrisons and the Beef Shorthorn Cattle Society MorrisonsShorthornBooklet_A5_042018.indd 1 01/05/2018 11:04 Morrisons and the Beef Shorthorn Cattle Society a working partnership Morrisons is one of the UK’s biggest supermarket chains and the only major retailer to own and operate its own meat processing company, Woodhead Brothers. With three large abattoirs, the company processes over 10% of the UK’s farm livestock, with the vast majority purchased direct from the farmer. Morrisons and the Beef Shorthorn Cattle Society have been working together since 2010 developing products for ‘The Best’ range, a premium brand which is currently available in Morrisons stores. 2 MorrisonsShorthornBooklet_A5_042018.indd 2 01/05/2018 11:04 Why Beef Shorthorn? The Beef Shorthorn’s unique traits have positioned it to be Britain’s fastest growing native breed. Globally renowned for its eating quality, the beef is characterised by marbling which influences its consistent great taste. Overall, the Beef Shorthorn is one of the best placed breeds for the future of British food production. Carcase performance and meat quality, coupled with its offer as a functional suckler cow, makes Beef Shorthorn a very attractive breed. To achieve a consistent supply of high end quality product, Morrisons is » sourcing Beef Shorthorn animals from farm assured holdings with excellent standards of animal welfare, traceability, and nutrition » paying a premium on in-spec cattle sired by a registered Beef Shorthorn bull Establishing a robust supply chain is critical to our success at Morrisons, and developing our Shorthorn Beef Scheme is no exception. We are actively engaging with pedigree breeders, suckler producers and finishers along with our abattoirs and butchers to grow ‘The Best’. 3 MorrisonsShorthornBooklet_A5_042018.indd 3 01/05/2018 11:04 The story so far... In 2016 we launched Morrisons Shorthorn Beef range in over 100 stores, proudly displaying the Beef Shorthorn society logo on its packaging. Since then, the range has been extended to further product lines with continuous input from Morrisons new product development teams. ‘The Best’ Shorthorn range is now in over 300 Morrisons stores with ambition to build volume across the whole estate in 2018. As we continue to build the Scheme, all producers are required to include the UK passport number of the registered pedigree Beef Shorthorn bull on each animal’s passport in order to ensure eligibility for rightful premiums. As a business we will be moving towards registered sire bonuses by summer 2018 and to solely registered sires by 2019. Morrisons is also keen on ensuring Beef Shorthorns are life time farm assured. 4 MorrisonsShorthornBooklet_A5_042018.indd 4 01/05/2018 11:04 Product Quality Tenderness, followed by flavour, which is influenced by intramuscular fat, are the most important qualities that our customers want from beef. Beef Shorthorn has already been successfully confirmed as a quality product using tenderness testing and trained taste panels. At Morrisons Meat Quality Centre in Spalding we are continuously testing our product to ensure that it is of the highest quality. Over time, we aim to build test results that indicate target tenderness and fat levels are providing customers with a high level of confidence in Beef Shorthorn eating experience, one that is consistently high quality and value for money. ‘The Best’ Beef Shorthorn range, which is 21 day matured, has won gold awards at the World Steak Challenge in both 2016 and 2017. 5 MorrisonsShorthornBooklet_A5_042018.indd 5 01/05/2018 11:04 Specification Specifications and premiums for Morrisons Shorthorn Beef Scheme apply to cattle that are registered from an approved supplier and hit the below specifications. Breed Beef Shorthorn (BSH), Beef Shorthorn Cross (BSHX), Shorthorn (SHO), Shorthorn Cross (SHOX), Whitebred Shorthorn (WS), Whitebred Shorthorn Cross (WSX). Sex Steers & Heifers Carcase weight 270 – 400kg Age Under 30 months A payment grid is available on request. 1 2 3 4L 4H 5L 5H E U+ -U R O+ -O P+ -P Desired Grading All new Shorthorn suppliers must complete a finishing declaration stating that all Shorthorn cattle are fed on an approved finishing diet for a minimum of 60 days. 6 MorrisonsShorthornBooklet_A5_042018.indd 6 01/05/2018 11:04 Contact us For more information on how you can benefit from Morrisons Shorthorn Beef Scheme, please contact a member of one of the below teams. The Beef Shorthorn Cattle Society on 01738 622478 or www.beefshorthorn.org Woodheads Livestock Team on 01282 729153 or www.morrisons-farming.com Woodhead Bros Turriff Michael Wilson Livestock Buyer 07581 412 433 Richard Henderson Livestock Buyer 07885 110 762 Woodhead Bros Colne Joe Mannion Head of Livestock Procurement 07896 966 461 Michael Winchester Senior Livestock Buyer 07801 100 092 Jodie Bolland Livestock Ops Manager 07583 068 311 Woodhead Bros Spalding Jim Holden Richard Sharratt Livestock Buyer Livestock Buyer 07831 555 076 07788 184 300 George Clapham Ray Platts Livestock Buyer Livestock Buyer 07970 372 944 07801 595 327 Stephen Zealand Livestock Buyer 07891 812 706 7 MorrisonsShorthornBooklet_A5_042018.indd 7 01/05/2018 11:04 Morrisons Shorthorn Beef Scheme For premiums of up to 25p/kg FARMING MorrisonsShorthornBooklet_A5_042018.indd 8 01/05/2018 11:04.
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