Birds Eye: All beef in our burgers will be from Irish and UK farmers

Food group Birds Eye has committed to buy all of the beef used in its burgers from British and Irish farmers.

In the four weeks to May 11, the company has enjoyed a 72.8% surge in its market share as its customers have been stocking up for the barbecue season. The overall market was down 1.5% for those four weeks.

Since mid-February, the company — which sells more than 100m beef burgers a year in the UK and Ireland — has seen an 11.9% jump in burger sales in a market that was down by more than a third (-34.4)%. The company is happy with its customers’ renewed confidence following the recent horsemeat scandals which hit the sector earlier this year.

Birds Eye UK & Ireland managing director, Andy Weston-Webb, said: “Birds Eye is proud to announce its commitment to source 100% of its beef from UK and Irish farms. Back in March, we introduced a new DNA testing regime into our beef supply chain which we believe is one of the best in the industry.

“Our commitment to use 100% UK and Irish beef reinforces why consumers can trust Birds Eye.”

The company is immediately confirming that all beef in burgers is sourced in either Britain or Ireland. All other beef products — ready meals, pies and roast dinners — will follow by the end of the year.

Birds Eye says its beef burgers have predominantly been sourced from British and Irish farms in the past and stayed on-shelf throughout the horsemeat issue.

From September, all Birds Eye beef burgers will have new labelling on the front of packs to signify Birds Eye’s commitment to only using red meat reared in the UK and Ireland.

The company said consumers will be able to have complete confidence that all the meat used in Birds Eye’s best-selling beef product has been reared to the high quality and welfare standards of UK and Irish farms.

“By taking this approach to sourcing for all beef products the company will create a simpler supply chain that allows for full product traceability.”