Welsh beef producers have claimed they are taking thousands of pounds worth of business from their Scottish competitors.
Sales of Celtic Pride Welsh premium beef have now hit £1.7m since launch a year ago, with 4,000 steaks sold a week.
The Welsh Meat Company, the organisation behind the marketing initiative, currently has 40 producer members, with a further 40 waiting to join.
All cattle in the project are born, reared, slaughtered, processed and packaged in Wales. At the moment the company is processing around 40 animals a week and expects that to rise to 60 by the end of the year.