2015-03-04   facebook twitter rss

Asda Launches Aberdeen-Angus Beef Range

In a further move to strengthen the quality offering in its fresh beef range leading retailer Asda is introducing Aberdeen-Angus sired beef to its Extra Special beef range in stores across the UK.

Being launched in the second week of April the range will feature a wide selection of cuts, including prime steaks and roasting joints, explains Asda senior red meat trader Jim Viggars.

Liley Edd

Aberdeen-Angus bull, Liley Edd

“We pride ourselves on our industry leading butchery standards, with our standard beef all being 21-day matured and our current Extra Special range being 28-day matured and hand cut. Introducing Aberdeen-Angus sired beef is the next logical step in ensuring we continue to offer our customers the very best in quality beef.”

And the move should be well received by farmers too, with Asda willing to accept bulls in to its Extra Special range up to 16 months old, explains Asda agricultural manager Pearce Hughes.  “This will increase the options for both rearers and finishers and gives them a premium outlet for Aberdeen-Angus sired prime bulls.

“It is becoming increasingly recognised that finishing prime bulls is the most efficient way of producing high quality beef in an increasingly challenging suckler industry.”

Additionally, the inclusion of bulls in the range will give a premium outlet for Aberdeen-Angus pedigree breeders with young bulls which may not make the standard required to go on and become breeding bulls, adds Mr Hughes.

Asda, in partnership with its beef supplier ABP and Cogent breeding, already offer discounted semen from industry leading Aberdeen-Angus bull Rawburn Edge to its BeefLink members but will now be offering producers a huge saving on semen from another high quality Aberdeen-Angus bull, Liley Edd.

Typically £7.50, we are subsidising semen from Liley Edd to our Beeflink members who can access semen at £1 per straw for the first 300 straws and then £4 per straw thereafter, says Mr Hughes.

Welcoming the move Aberdeen-Angus Society chief executive Ron McHattie said it was hugely encouraging to see another retailer add Aberdeen-Angus beef to its shelves. “This is a welcome step from a retailer of the size of Asda and the Society is encouraged to see the eating qualities of Aberdeen-Angus beef being recognised across the retail sector.

“The inclusion of young bulls in the qualifying cattle is a significant step in the right direction and increases the rearing and finishing options for those producing Aberdeen-Angus sired cattle,” he adds.


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