Tesco has announced plans to roll out its range of British Rose veal, following work with farmer and TV presenter Jimmy Doherty earlier in the year.
The retailer will add three new cuts to its Brookfield Farm-branded high welfare veal range – a joint, sirloin and rump – which can then be cut into steaks, escalopes or roasting joints by the store’s butchers to suit customer needs.
The range was first introduced in stores earlier this year with products such as meatballs, stir fry, escalopes and roasting joints. Following its success, Tesco has decided to roll out the products in more stores next year.
“We know how important good quality British meat is to our customers, so we’ve been working hard to refresh our products and offer something different,” said Tesco director of counter foods Sean McCurley.
“Our expert butchers will be on hand to help customers with tips on how to prepare Rose Veal and if it proves as popular as our branded high welfare veal range, we will look to extend it further in the New Year.”
Jimmy Doherty said: “When I first started this project, I was shocked by the needless waste of young calves in the dairy industry, so it’s good to see the country’s biggest supermarket doing something about it. There is still more to do but this is the first step in introducing a new generation of people to British veal.”
The range, which is RSPCA Freedom Food certified, is produced on British farms; the calves are bedded on straw and reared in open barns on a diet of milk and cereal.
