Asda extends Beef Link with Dawn

Asda has extended its Beef Link initiative in partnership with Dawn Meats, working alongside producers to improve the meat supply chain.

Launching the scheme at Bedford Football Club recently, Jim Viggars gave a presentation to producers on the scheme, along with Asda’s performance within the beef category and some of the new innovative butchery techniques the retailer is using.
One initiative under the Asda/Dawn Meats Beef Link is the SOS project, which focuses on improving the suckler herd by allowing heifers the opportunity to have a calf before a decision as to her future within the herd is made, without affecting her overall financial output to the producer.

Another project working under the Beef Link programme is looking at utilising black and white bull calves efficiently within the Asda Beef range.
Isla Roebuck, Dawn Meats UK development director, said: “We are extremely pleased to be working with Asda on its Beef Link project, as it will help build stronger relationships within our beef supply chain delivering into Asda.”
Sarah Long, Dawn Meats agriculture manager, added: “It’s a fantastic opportunity to work more closely with the Asda supply chain under the Beef Link umbrella. A number of project ideas are already under discussion and we look forward to be able to deliver some of these to our producers over the coming months.”
Jim Viggars, Asda’s head of meat quality said: “Asda is committed to British beef farmers and the launch of the Asda Beef Link initiative with Dawn Meats clearly demonstrates this commitment. I am looking forward to working even more closely with its farmers to drive the Asda Beef Link agenda and create sustainable agricultural partners for the future.”