Selfridges deal beefs up business for Antrim company

An Antrim beef farmer and processor has won a lucrative contract to supply Selfridges in London with its grass-fed meat. The Bruce's Hill Cattle Company sources meat from its own Dexter herds on four farms covering more than 800 acres.

And from this month its specialised meat will be available at the butchery counters at the world-famous London department store, which opened its doors in Oxford Street in 1909. Mike Frazer, managing director of Bruce's Hill, which has won a series of UK Great taste Awards for its steaks, says: "this is a 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 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, and 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."

He added: "As well as the Dexter beef, we're talking also to Selfridges 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." 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," mr Frazer said.

* CATTLE DO NICELY: Irish Dexter cattle from which the Bruce's Hill Cattle Company sources its beef. The Antrim-based firm has won a contract to supply beef to the butchery counters of world-famous London department store Selfridges, inset


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