Welsh beef producers are celebrating a major new branded launch.
St Merryn Foods and farmer co-operative Welsh Lamb and Beef Promotions have signed a deal with Dalepak to supply raw material for its new Ross branded Beef Grill Steaks, launched this week.
The producers will be supplying in excess of 45,000 cattle a year for the frozen product which is sold in packs of six and will be available in all the major multiples.
WLBP said the deal puts Welsh beef, traditionally sold in the meat aisles and at the butchery counters, in front of a totally different audience of meat eating consumers.
MD Don Thomas said: "A deal of this magnitude and commercial importance has been made possible as a result of the high quality of Welsh beef and the significant capacity currently available in Wales. We are delighted it is now associated with Ross, which is the second biggest frozen food brand in the UK."
Dalepak's buying controller, Peter Kirby, said: "This is the first time I have been able to buy Welsh beef. We are pleased to be associated with the Welsh beef industry where we can buy a quality product at a fair and competitive price."