24 May 2011

dbc foodservice has launched a new, premium, British red meat brand to strengthen and grow its meat division following the recent appointment of Rob McFarlane as Commercial Director, Meats.

The brand, 'Farmhouse Champion,' is endorsed by the English Beef and Lamb industry organisation Eblex and meets its Quality Standard Mark principles encompassing food safety, animal welfare and care for the environment. The brand is 100% British, sourced direct from farm, and hand-selected to comply with strict specifications including procuring steers and heifers only, younger than 36 months and within a weight range of 300-400kg.

Farmhouse Champion is prepared using traditional butchery techniques and offers a flexible product range suitable for a wide variety of customer requirements. The range was developed in conjunction with Dunbia, and will be available throughout dbc's 14 regional branches across the UK from this month.

Commenting on the Farmhouse Champion brand, Rob McFarlane, says:

"I am delighted to announce the launch of a new brand for DBC's meat division in partnership with leading processor Dunbia, which has undoubted expertise in this area."

McFarlane adds: "This new brand highlights dbc's focus on strengthening and growing our red meat sales and the premium standards of Farmhouse Champion, coupled with the 100% British sourcing policy, will be instrumental in achieving this."