Dry-aged Irish beef tastes success in Britain and Republic

Sales of Irish grass-fed, dry-aged beef from Kettyle Irish Foods in Northern Ireland soared by 85 per cent last year largely as a result of an exclusive contract with Marks and Spencer.

M&S listed Kettyle's dry-aged fillet, sirloin and rib-eye steaks in its premium Special Reserve category in all its food stores across the United Kingdom and Republic of Ireland.

Based at Lisnaskea in the Fermanagh lake district, Kettyle, now part of Linden Foods, one of the UK's leading meat processors, achieved the growth in sales against a background of intense pressures in catering and retailing sectors.

The growth, according Elaine Willis, New Product Development Manager at Linden, is the outcome of a strategic initiative that rebranded and repositioned Kettyle's steaks at the top end of the market at M&S.

"We worked with M&S to showcase the unique and outstanding qualities of Kettyle's meat, the succulence, outstanding flavour and tenderness. This involved extensive investment in repackaging and merchandising which emphasised the quality of the products.

"The work was based on extensive market research with M&S which showed that consumers, although facing financial pressures and uncertainty over employment prospects and reluctant to dine out as often as previously, wished to enjoy a really good beef meal especially at the weekend.

"Kettyle's award winning steaks were an ideal fit for the M&S Special Reserve range. Sales show that the marketing initiative is a tremendous success," she adds.

Kettyle Foods was launched in 2004 as a specialist in the provision of high quality beef targeted at the food service sector, particularly high-end restaurants, in Great Britain, the Republic of Ireland and Northern Ireland.

The core product is 'Irish Grass Fed Dry-Aged Beef' and is in demand from chefs and retailers due to the exceptional flavour and tenderness produced as a result of the highly controlled maturation process.

The dry ageing process is a traditional process that requires the meat to be matured on the bone for a minimum of 21 days. The company, which sources its meat mainly from local Aberdeen Angus and Hereford farmers, has invested heavily in plant and machinery to provide a facility to produce the high quality product to discerning customers. It has also invested heavily in systems to meet the ever-increasing demands of the retailers.

Linden Foods is part of Fane Valley Group, now one of the UK's most successful farmers' co-operatives.