Morrisons have launched a major retail initative and are offering premiums of up to 20p/kg for native breed steers and heifers.
Farm operations manager for Morrisons, Andrew Loftus, says the scheme will need an extra 16,000 cattle a year.
The scheme spotlights Beef Shorthorns and their crosses but all British native-sired animals are eligible. The Shorthorns qualify for the 20p/kg premium (maximum £75/head) while others still receive an additional 10p/kg.
Morrisons does not intend the new retail offering to displace any of its current beef sales because they are showing year on year growth of 8.8 per cent by value and 12.5 per cent by volume.
Farms need to be approved by the company – at least 100 days before their initial consignment to any of Woodhead’s three abattoirs (Lancashire, Lincolnshire and Aberdeenshire) - and have farm assurance. Full premiums for approved farms begin Monday September 19 but an initial 10p/kg premium for Beef Shorthorns is available immediately.