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Celtic Pride Beef carries the prestigious Protected Geographical Indication (PGI) status. This label authenticates the brand and underlines the integrity of the farming practices, whole chain traceability and quality assurance management.
PGI provides consumer assurance that Celtic Pride cattle are born and reared in Wales and that all further processes are in approved plants that can be marketed as Welsh. The stock must also be fully traceable from farm to retail or catering outlets.
Celtic Pride ltd have been successful in achieving PGI again after an audit by CMI Certification on 22nd August 2011.
The aim of excellence in beef production has been achieved through collaboration with Farm Assurance schemes, the grassland management expertise of the Institute of Biological and Environmental Studies (IBERS, formerly IGER) at Aberystwyth University and the experience of feed manufacturers Wynnstay. These elements are managed by the Celtic Pride team who are available to visit farms, conduct audits and liase across the supply chain.
A key element to the success of the scheme is the partnership developed with the farmer producers. Farmers are members of the Welsh Meat Company and adhere to a practical protocol with members annually audited to meet farm assurance standards of husbandry and welfare. Producers are rewarded for their stockman skills with entry into a thriving market for beef of nationally recognised distinction.
Beef marketed under the Celtic Pride brand can be traced from the farm to the customer. It's produced and processed in Wales to meet the highest standards of quality, health, taste, flavour and safety. These standards are achieved by the adoption of best practice in production, procurement, processing and sale with the meat being matured for 21 days.
Grass and other home-grown feeds form the major part of the animals' lifetime diet (as nature intended), no hormones or chemical additives to speed growth or increase weight. All this is borne out by the mouth-watering flavour which is second to none.
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