WITHIN four days of Morrisons announcing its traditional beef scheme last week (see our blog entry dated 26th May), which majors on Beef Shorthorn, more than 100 beef farmers had contacted the supermarket’s meat processing subsidiary Woodheads for scheme approval details.
“We could not have hoped for a better initial response,” said farm operations manager Andrew Loftus .
“What we expect people to do now is sit down and work out the economics and hopefully, they will want to become involved and we will then have a better idea of the numbers we can expect.”
The target is 300 cattle per week – initially any native breed but ultimately, in the main, Beef Shorthorn sired which will attract a 20p/kg premium.
“A number of those who have contacted us said they had just bought a Shorthorn bull,” said Mr Loftus.
Shorthorn Society secretary Frank Milnes said 27,000 Beef Shorthorn and Shorthorn cross calves were registered by BCMS last year - a record.