Origins brand focuses on quality

The new Origins brand from supplier Fairfax Meadow aims to help pubs source high quality British meat.

The brand includes beef, lamb, pork, chicken and duck. Beef from the West Country and Yorkshire complies with the exacting standards of EBLEX Limited's Quality Standard scheme, as does West Country and Ridings Reserve lamb.

Hugh Judd, foodservice project manager for EBLEX was on hand at an Origins launch event at Moor Farm in Shiptonthorpe, Yorkshire to explain the benefits of scheme membership.

Paul Willington, purchasing director, for Fairfax Meadow said: "Good quality meat has to be selectively bred, properly matured and expertly prepared. With the Origins brand, we set out to source the best meat available in the UK.

"From the Scottish highlands to the Cornish coast, we travelled the country in search of suppliers who share our exceptionally high standards."

The host of the launch event was Oliver Heywood, whose lambs are produced for the Ridings Reserve brand.

Oliver explained his farming methods as part of a farm tour, paying particular attention to the natural and stress-free environment. He said: "Animal welfare is of paramount importance to us and we are always looking to improve the quality of our flock.

"All of our lambs are born, raised and finished solely on grass, and it is this regime which ensures that the resulting meat is fantastically tender and succulent, with real depth of flavour."