UK supermarket Sainsbury’s has launched a new Aberdeen Angus beef range to its Taste the Difference line, which offers a 25% lower carbon footprint compared to the industry standard.
Following a decade of development and five years of production, Sainsbury’s says the new steaks are the “largest low carbon beef range ever produced in the UK”.
The retailer developed the range by merging its beef and dairy supply chains, reducing carbon through “superior” cattle breeding and animal management. It implemented measures such as strictly monitored feed and living conditions, which means that healthy calves are raised in the most efficient way possible, needing less time and energy to grow and, in turn, emitting fewer harmful gases.
The updated Taste the Difference range initially features 16 products, including 12% and 5% fat mince, 30-day rib eye steak and a 30-day beef roasting joint. The beef is produced in Britain using Aberdeen Angus cattle, allowing Sainsbury’s to breed healthy, hardy animals that are naturally suited to a grass and forage diet, producing more consistent beef with a rich flavour and tenderness.
In addition to bettering the planet, the retailer ensures that the new process benefits farmers with fixed, forward pricing to provide greater security and stability. Sainsbury’s also equips farms with advanced free-of-charge technology that generates in-depth data to help them make better farm management decisions.
Gavin Hodgson, director of agriculture, aquaculture and horticulture at Sainsbury’s, said: “More customers than ever want high-quality beef with a lower carbon footprint…Our updated lower carbon premium beef range not only tastes great but is also positive news for our farmers too, who will benefit from more security and stability, supporting the future growth of UK agriculture.”
Ruth Cranston, director of corporate responsibility and sustainability at Sainsbury’s, added: “We know that more customers are wanting to make responsible choices when buying food so we sought to find a solution which gave them high quality, great tasting beef which is lower carbon. By creating 25% lower carbon emissions, this launch is another step forward in Sainsbury’s ambition to become net zero across its own operations by 2035, and value chain by 2050.
She continued: “This launch also shows what can be achieved through genuine collaboration with farmers and suppliers. No one else has been able to produce a lower carbon beef range on this scale and we hope this launch will set a leadership example of what is possible in the industry.”
This is the latest in a string of sustainable developments made by the supermarket. Earlier this month, Sainsbury’s announced that it was investing an additional £6 million annually into its dairy farmers, and, in July the retailer announced its new steak packaging would save 10 million plastic pieces annually. In April, Sainsbury’s went trayless on whole chickens and earlier this year removed plastic bags from its entire banana range, while in February it removed all traditional plastic tray packaging across its entire beef mince range.
Customers can buy the lower carbon Taste the Difference Aberdeen Angus beef range in over 60 stores now, with nationwide expansion to follow.
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