Premium for Shorthorn as Morrisons goes native

One of the UK's largest retailers is to promote beef from native breeds, especially Beef Shorthorn, with producers being offered a premium, some of which will be added to the price on the supermarket shelf.

Andrew Loftus, farm operations manager for supermarket giant Morrisons, would not be drawn on how much extra consumers would have to pay for Beef Shorthorn meat other than to say it would be a "modest premium".

He was far more bullish on his company's commitment to cattle producers, saying all those selling Shorthorn beef to the supermarket within the agreed specifications would receive 20p per kilogram above the normal base price. That equates to about 75 per head for eligible stock, with Shorthorn crosses also qualifying. Loftus reckoned his company would need up to 300 head of cattle a week to meet the demand.

It is only a few years ago that the Shorthorn breed was so low in numbers that it was included in the "breeds at risk" category by the Rare Breeds Survival Trust, but these hardy native animals have made a big comeback.

Loftus said Morrisons had been in touch with all producers who had bought Beef Shorthorn bulls in the past two years and from that research, he believed they could meet the numbers needed. However, in order to ensure adequate supplies the company will initially take other native breeds, such as South Devon, Hereford and Aberdeen Angus.