Sainsbury’s is launching a new Taste the Difference Aberdeen Angus range which looks to revolutionise how beef is produced in the UK.
The reinvigorated range, which has been in development for ten years and in production for five, will offer a 25% lower carbon footprint compared to industry standard – making it the largest low carbon beef range ever produced in the UK.
Launching in over 60 stores from today (18 September) and rolling out nationwide at a later date, the range will initially feature 16 varieties, including 12% and 5% fat mince, 30-day rib eye steak and a 30-day beef roasting joint.
The products are produced in Britain, where the Aberdeen Angus cattle are fed a grass and forage diet that produces more consistent beef.
The range has been developed with the grocer’s long-standing supplier and beef processor, ABP Food Group, and brings together Sainsbury’s dairy and beef supply chains.
It reduces carbon through a combination of superior cattle breeding and animal management.
Measures such as strictly monitored feed and living conditions mean that calves are raised in the most efficient way possible, needing less time and energy to grow, which in turn emits fewer harmful gases.
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Sainsbury’s director of corporate responsibility and sustainability Ruth Cranston said that by creating 25% lower carbon emissions, the launch forms another step forward in the grocer’s ambition to be net zero across its own operations by 2035 and across its value chain by 2050.
She added: “This launch also shows what can be achieved through genuine collaboration with farmers and suppliers.
“No one else has been able to produce a lower carbon beef range on this scale and we hope this launch will set a leadership example of what is possible in the industry.”
As well as being more sustainable, Sainsbury’s new process offer benefits for farmers too, with fixed, forward pricing that provides greater security and stability.
The supermarket giant has also equipped farms with advanced free-of-charge technology that generates in-depth data to help them make better farm management decisions.
Sainsbury’s director of agriculture, aquaculture and horticulture Gavin Hodgson said: “More customers than ever want high-quality beef with a lower carbon footprint and that’s why we’ve invested many years of research and development into transforming how we produce it.
“Our updated lower carbon premium beef range not only tastes great but is also positive news for our farmers too, who will benefit from more security and stability, supporting the future growth of UK agriculture.
“We’re excited about the possibilities this move could hold for the future of farming in the UK.”
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