about
Celtic Pride has been formed by three of Wales' leading agri-food businesses to provide the consumer with consistently high quality, premium Welsh beef.
This will be achieved through:
- creating a recognised quality assurance scheme;
- raising the profile of quality Welsh Beef;
- encouraging farmers in Wales to become a part of this scheme;
- and to support, recognise and reward best practices in beef farming.
Consistency and quality are key to these objectives and farmers are supported from the very beginning and throughout their involvement with Celtic Pride to help them achieve and demonstrate the quality of their stockmanship.
The Celtic Pride Premium Welsh Beef Scheme is a supply chain partnership between three leading agri-food businesses in Wales, namely Celtic Pride Limited, Wynnstay Group Plc and Castell Howell Foods Ltd.
Celtic Pride Ltd
Celtic Pride Ltd is a livestock procurement and marketing company who manage the scheme and ensure that the integrity of the supply chain, from farmer to customer is maintained.
Wynnstay Group Plc
The Wynnstay Group is the largest agricultural supply and animal feed manufacturer in Wales. Their extensive knowledge and development of the feeding regime is essential for the consistency of the beef.
Castell Howell Foods Ltd
Castell Howell Foods Ltd is a leading supplier of Welsh meat to the catering and retail sector within Wales. Further maturation and processing of the CP carcass is completed at their approved butchery unit in Carmarthen. Distribution of the meat/finished product to the catering sector is predominately through the CHF wholesaling channel and chosen distribution partners.
History
The history of the brand dates to 2003 and was born from consumer demand for consistently high quality Welsh beef that adhered to the highest welfare standards. The partnership is successful in meeting these aims and has grown to be one of Wales' most recognised beef brands. Welcomed at a growing number of hotels and restaurants across the Principality and West Country. Celtic Pride Beef carries the coveted Protected Geographical Indication (PGI) status, awarded to food products that have full traceability within their country of origin.
The aim of excellence in beef production has been achieved through collaboration with Farm Assurance schemes, the grassland management expertise of the Institute of Biological and Enviromental Studies (IBERS, formerly IGER) at Aberystwyth University and the experience of feed manufacturers Wynnstay. These elements are managed by the Celtic Pride team who are available to visit farms, conduct audits and liase across the supply chain.
A key element to the success of the scheme is the partnership developed with the farm producers. Farmers are members of the Welsh Meat Company and adhere to a practical protocol with members annually audited to meet farm assurance standards of husbandry and welfare. Producers are rewarded for their stockman skills with a guaranteed market, recognised branded beef and premium price paid for their livestock.
The third link in the chain is the route to market. Castell Howell Foods and Weddel Swift distribute the beef throughout Wales and beyond. Celtic Pride Beef is available at a growing number of retail and catering outlets
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Many consumers are rightly beginning to ask questions about where their food comes from and how it has been produced.
One taste of Celtic Pride meat will evoke the sense of pride that local farmers and butchers feel for their consistently excellent beef.
The Celtic Pride system promotes:
Animal welfare -
high quality grass and other home-grown feeds are used with no additives or hormones, to allow normal development
Traceability -
beef can be traced from the plate back to the individual farm
Quality -
by taking time (21 days) to mature the meat and great care during its processing we retain the exceptional qualities of the meat.
Consistency -
well controlled methods means every Celtic Pride cut is of the highest quality possible
Low food miles
The value of all this is borne out by the mouth-watering flavour which is second to none.