s Hill Cattle Company, the Antrim farm-based beef farmer and processor, has won a contract to supply Selfridges in London with grass-fed meat.The company sources meat from its own Dexter herds on four farms covering more than 800 acres and has won a series of UK Great Taste Awards for its steaks.
Mike Frazer, Bruce’s Hill managing director, says: “This is a very significant step forward not only for the business but also for the Irish Dexter breed which 30 years ago only existed in Belfast Zoo.
“The deal with Selfridges in London’s Oxford Street is an immensely significant breakthrough for us in high-end retailing in Britain and follows hard on the heels of our link up with celebrity chef James Martin, who featured the beef in his recent Food Map of Britain BBC TV series and is now serving in his restaurants.
“Coverage on television led to a host of inquiries from companies and individuals wishing to buy our beef. Among those inquiries was an approach from the meat supplier to Selfridges. Subsequent discussions led to a contract for our Dexter beef to the meat counter at Selfridges under our own Bruce’s Hill, Co. Antrim brand.
“This is tremendous exposure for us. As well as the Dexter beef, we are talking to them about supplying speciality meat from our Belted Galloway cattle. Our business strategy is to expand business in Britain for our Dexter and Beltie speciality beef.
“The contract for Dexter beef has also encouraged us to set up an initial supplier group of six local farmers to provide animals for us to finish on our farms,” he adds.
The quality of Bruce’s Hill’s Dexter and other specialist meats, including from Angus and Belted Galloway animals, has been recognised by judges at the Royal Welsh and Royal Balmoral shows.
“We’ve got exceptional products and a tremendous story to tell, the sort of heritage and provenance which UK consumers are seeking increasingly,” he adds.
