Shoppers heading to Tesco will now be able to pick up British Rose veal from the supermarket’s meat counters after the chain revealed a new venture with pig farmer and presenter Jimmy Doherty.
In a bid to reintroduce the meat to British stores, the retailer is to stock joint, sirloin and rump cuts of the product.
These can be cut up into steaks, roasting joints and escalopes and the release comes after Tesco introduced a Brookfield Farm-branded High Welfare Veal range earlier in the year, which included meatballs and stir fry products.
Sean McCurley, director of counter foods at the supermarket, said he is delighted to see British Rose Veal arriving at Tesco meat counters.
Mr McCurley stated: “We know how important good quality British meat is to our customers, so we’ve been working hard to refresh our products and offer something different.”
In-store expert butchers will be on hand to advise shoppers on the best ways to prepare the meat, with the range set to be extended in 2013 if it proves a success, he added.
