Asda Launches Beef Link with Dawn Meats

on 16 July, 2012



Jim Viggars, Asda’s head of meat quality attended the first Asda/Dawn Meats Beef Link producer meeting at Bedford football club on Thursday 14th June to launch its Beef Link initiative in partnership with Dawn Meats. Jim updated the producers on Asda’s performance within the beef category and demonstrated how changes in butchery specification have driven Asda forward as a quality beef retailer.

Beef Link is a programme of projects and events supported by Asda and Dawn Meats and kicked off with their SOS project in the UK. A project focussed at improving the suckler herd by allowing heifers the opportunity to have a calf before a decision as to her future within the herd is made, without affecting her overall financial output to the producer. Another project working under the Beef Link programme is looking at utilising black and white bull calves efficiently within the Asda Beef range.

Other projects are being investigated and will be communicated to the Dawn Meats suppliers in due course.

Isla Roebuck, Dawn Meats UK development director commented “We are extremely pleased to be working with Asda on its Beef Link project as it will help build stronger relationships within our beef supply chain delivering into Asda”

Sarah Long, Dawn Meats agriculture manager said “It’s a fantastic opportunity to work more closely with the Asda supply chain under the Beef Link umbrella. A number of project ideas are already under discussion and we look forward to be able deliver some of these to our producers over the coming months.”

Jim Viggars, Asda’s head of meat quality said “Asda is committed to British beef farmers and the launch of the Asda Beef Link initiative with Dawn Meats clearly demonstrates this commitment. I am looking forward to working even more closely with its farmers to drive the Asda Beef Link agenda and create sustainable agricultural partners for the future.”

For Further Information Contact

Ms Sarah Long
Group Agriculture Manager
Dawn Meats Group

UK Tel: 01269 846614
ROI Tel: 0872317689

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