The Farmers Mart Dec-Jan 2020 - Issue 66 | Page 35

CATTLE 35
• DEC/JAN 2020
HAPPY MEAT:
CLIMATE-FRIENDLY
PREMIUM GRADE
BEEF YOU CAN
TRACE TO A SINGLE
FREE-RANGE COW
Happy Meat has today launched in the UK as Britain’s
first climate-friendly beef that is premium grade and
traceable to a single free-range cow. Based on extensive
United Nations research, Happy Meat can reduce
the global climate footprint of beef by up to 76%.
Sourced from uniquely reared ‘dual-purpose’ cows
that produce both milk and meat, Happy Meat cows
are never fed grains associated with deforestation.
WITH yearly spending at over £3 billion
on beef and individual consumption
at over 18kg*, Happy Meat serves a
significant market of UK meat eaters
with growing environmental and animal
welfare concerns. Happy Meat also
facilitates unmatched traceability by
printing the ear-tag number of the cow
that produces each meat product on the
label– ground-breaking after the FSA
found 20% of the meat it tested to include
DNA from animals not on the labelling**.
Happy Meat cows are reared at Lye
Cross Dairy Farm in Somerset, spanning
4000 acres of pasture beneath the
Mendips - with more specialised farms
to come. With a strong focus on envi-
ronmental stewardship, the farm homes
approximately 1,700 British Friesian and
Holstein cows that stay outdoors when-
ever weather permits. The cheeses that
Lye Cross produces are certified by The
Red Tractor, TheOrganic Soil Association,
Pasture for Life, A Greener World UK for
animal welfare, and The Non-GMO Project
depending on the specific product range.
Once a Happy Meat cow has lived out its
milking lifeit provides the beef for about
75 meat boxes.
Ordered online, Happy Meat is delivered
nationwide as a 3Kg meat box. Including 15
products across a variety of 5 easy-to-cook,
21-day aged cuts – each is hand-crafted by
a team of award winning butchers.
One box costs £39.99 plus £6.95 for track-
able courier delivery. Contents: 1 X 220g
Sirloin/Rib-eye Steak, 1 X 460g Roasting
Joint, 1 X 290 Stir-fry strips, 4 X 240g Mince,
8 X 120g Burgers. With an insistence on
nose-to-tail butchery Happy Meat ensures
every part of a cow is used, with specialty
cuts and offal purchased by selected chefs,
restaurants and other partners.
www.happymeat.uk
*Source: National Beef Association ** Source: https://www.bbc.co.uk/news/uk-45371852