Native-breed beef produced by National Trust tenants in the north west has been a massive hit with customers at regional fine foods supermarket Booths. The "Beef into Booths" scheme set out to encourage the Trust's tenant farmers to keep traditional cattle breeds and add value to the beef by creating a strong visual marketing campaign. It has the added benefit of reducing producer costs and meeting environmental and welfare requirements, strengthening its consumer appeal on the way to the butchery counter. Producers, the Trust and Booths have worked with European Food Farming Partnerships to develop the provenance, quality and pricing model for the scheme, which last year saw a throughput of 160 finished cattle. In this shortened supply chain, producers are direcdy in touch with their customer.
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