British Wagyu – Britain’s leading beef brand
Renowned as the world’s luxury beef - and famed for its exceptional marbling, tenderness and eating quality - British Wagyu is now a star attraction in farm shops, butchers and online – brought to you by our ever-growing number of British Wagyu members - many with their own branding and USPs.
In what is the third part of our promotional campaign in The Grocer, we give you an insight into what lies behind its quality and traceability.
Wagyu beef is naturally marbled
What is British Wagyu Assured?
In order to display the British Wagyu Assured logo (below) on product packaging, you have to be not only part of the British Wagyu Association (BWA) but have adopted a set of standards which include protocols around animal health and welfare as well as quality and traceability with all farms Red Tractor farm assured or equivalent.
British Wagyu Assured logo
What are its Key Aims?
- To lead the industry in terms of traceability, animal welfare and consumer trust
- To enhance the integrity and value of premium Wagyu beef
Red Tractor
Many consumers are familiar with the Red Tractor logo displayed on food packaging in the UK. Indeed, Red Tractor has just celebrated 25 years of certified standards such as traceability, animal health and welfare on English farms.
The Red Tractor logo tells you that the product you’re about to buy has been assured from farm to pack and is traceable, safe and farmed with care. In Scotland, it is QMS (Quality Meat Scotland) that promotes the red meat sector to ensures high standards of quality and welfare; whilst in Wales it is FAWL (Farm Assured Welsh Livestock) which provides assurance of farm standards.
On-farm Assessment
Certified beef (and sheep) farms are assessed by qualified assessors to ensure that they conform to the standards of Red Tractor, QMS and FAWL respectively. These standards are independently audited. In order to maintain high standards of quality and animal welfare, assessments are carried out by leading certification bodies in the farming and food sector.
British Wagyu Branding
A huge part of Wagyu’s success lies in the integrity of the product, its traceability and its branding with many customers now familiar with the British Wagyu Assured logo used in marketing and on retail packaging. Aldi & Waitrose offer British Wagyu Assured products in the retail space through their long-term contracts with the UK’s leading producer, Warrendale Wagyu.
British Wagyu-branded sirloin steak in Aldi
Waitrose No.1 Range with British Wagyu branding
But isn’t Japanese Wagyu the real deal?!
Ours is definitely Wagyu but with a British twist – slow grown by UK farmers and predominantly pasture-raised, all with the UK’s reputation for world-leading animal health and welfare. And with just the perfect amount of marbling to suit the British palate!
What’s Next?
In the next instalment, we will focus on the ‘Health Benefits of Wagyu Beef’ with a deep delve into the science behind its healthy fats - but in a consumer-friendly, easy-to-understand format!
For further information, please contact Richard Saunders, British Wagyu Association Company Secretary
E: info@britishwagyu.co.uk