Launched in 2003 by Castell Howell, the Celtic Pride Welsh Beef scheme has become one of the most prominent independent beef brands in the Welsh catering sector.
The initiative is a collaboration between The Welsh Livestock Company, Wynnstay Group and Castell Howell Foods, with the beef used to supply the scheme originating from a network of Welsh farms. The meat is then processed at Castell Howell’s £5 million Celtica Foods butchery in Cross Hands.
The beef that will be sent to Singapore on a monthly basis will be prime cuts from between 10 and 20 cattle, sent through distributor ADirect.
‘Encouraged’ by demand
“We are encouraged that premium Welsh Beef can supply a premium market in Singapore,” said Celtic Pride Premium Beef Scheme manager Gareth Evans.
“Our bespoke procurement and further processing service ensures that cattle meet the high standards for this export market. Direct Meats in Colchester have been developing overseas sales for a number of years and we are proud to feature in their portfolio of quality beef. We will continue to focus on this market and look forward to increasing the volume of cattle supplied.”
The restaurants that will feature the meat will showcase the Welsh origins of the beef, highlighting the fact that it has been grass-fed and the high welfare standards of production.
“This is a great start of the year for Celtic Pride; they have selected certain breeds for this market including Welsh Black, Hereford, Angus, Highland and Dexter,” said Martin Blackwell, managing director for Direct Meats.
“We have worked closely with Castell Howell, and Cross Hands abattoir Cig Calon Cymru, to ensure that the cutting plants are registered with the Singapore Agri-food & Veterinary Authority, and this first shipment is the realisation of all those efforts.”