First two firms approved to use West Country beef and lamb PGI
Two companies have become the first to be able to market West Country beef and lamb under the Protected Geographical Indication (PGI) banner.
Jaspers and Dawn Meats successfully completed the audit process to enable them to use the PGI to market products domestically and for export. Jaspers will use the PGI for lamb, while Dawn meats will use it for beef from the region.
Both demonstrated their products fulfilled the correct criteria for them to bear the West Country Beef or Lamb mark. To qualify, beef and lamb from the region must meet specific criteria, such as being at least 70 per cent forage fed and coming from stock born, raised and finished in Cornwall, Devon, Somerset, Gloucestershire, Dorset or Wiltshire.
The PGI for beef and lamb from the West Country was gained after years of hard work behind the scenes by Meat South West (MSW) and other organisations.
Peter Baber, chairman of MSW, said: “Interest in using the PGIs has been strong since the formal registration in February and we are delighted to see processors already making use of the PGI as a differentiator for their products. It is very encouraging to see all the hard work we’ve put in over the years prompt such as positive response and bear fruit.”
Dr Phil Hadley, southern senior regional manager for AHDB Beef & Lamb, said: “It’s great to see the industry grasping the opportunity to use the newly-awarded West Country Beef and Lamb PGI.”
MSW is a strategic advisory body which liaises with the industry and government on the priorities and needs of a profitable and productive regional meat and livestock sector. The board represents the whole supply chain, from farm to fork, and is committed to the success of the sector.